2006: Connecting with hard to reach groups

  • Winner: Charlotte Billington, Cumbria and Lancashire Strategic Health Authority
  • Runner up: Communications, Munro and Foster Communications
  • Runner up: Communications Team, South Warwickshire PCT

Winning project: Get it On!

The main purpose of the Christmas Get it On! Campaign was to make a link between drinking alcohol and the risks to sexual health. The target group was young people aged 18-25 and the objective was to encourage young people to drink sensibly and practice safer sex.

A campaign budget was pooled from 4 PCTs and a Teenage Pregnancy Partnership. Radio advertising, posters, ad-shells and a Get it On! webpage were used to get the key messages across.

In all, 150,000 condoms were handed out to young people when they went out at night, the Get it On! webpage received over 182,000 hits and campaign material was used successfully across multiple pub sites.

Key to the success of this project was having a strong campaign theme and an appropriate communications mix.

Judge: Jeff French, Director, National Social Marketing Centre for Excellence

Judge's Comment: This was a very creative execution.

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