Dr Foster Intelligence was awarded 'Best of Show' in the Consumer/Patients category at the prestigious IPA Best of Health Awards 2010, held on 24th June at Gilgamesh Studios in Camden.
The Best of Health Awards showcase and reward the best in creativity in healthcare advertising from all mediums. From the 336 entries in this year's competition, 26 silver and 87 bronze awards were presented, as well as the two 'Best of Show' awards and special prizes for best use of photography, copy, illustration, and art direction.
Dr Foster Intelligence was awarded 'Best of Show' for advertising to consumers, for their 'Objects' campaign for NHS Sutton and Merton Urgent Care Services. The out-of-home campaign features a series of objects that patients may end up staring at while at Accident and Emergency, including a cleaning trolley, floor tiles and the back of a chair, to advise patients that they should only use A&E in an emergency and to highlight the other available medical services in Sutton. The strap line states "only serious emergencies get treated fast at A&E."
In addition to this, the 'Fight Back' campaign developed in conjunction with NHS BEN promoting smoking cessation won the only Silver for their entry into the Consumers/Patients Film category (no golds were awarded this year) and a Bronze in both the Consumers/Patients Out of Home and Mixed Media categories for their poster campaign.
And the 'Breast Expert' campaign developed in conjunction with NHS Tameside and Glossop to raise levels of breast awareness also picked up a Bronze in the competitive Consumers/Patients Out of Home category.
Mark Roalfe, Chairman of Judges said: "In this business, it is easy to over-complicate ideas and creativity and to feel the need to spell out your message to the audience. So what is so refreshing to see is that both winners of the 'Best of Show' awards in this year's competition have managed to convey their important healthcare messages using very simple, yet very effective and well-executed creative work that speaks for itself, and which sums up the whole point of these awards!"
Liz Little, Head of Marketing Services at Dr Foster said: "Although effectiveness is of course the true measure of a campaign's success, our belief is that fresh, impactful creative ideas like these, based on deep audience insight, are the best way of achieving this, and we're very proud to have our work recognised again this year. This correlation between creativity and effectiveness is already evident from the success of the NHS BENstop- smoking campaign in driving quit rates - we're eagerly awaiting for results on the other two campaigns awarded here."
Dr Foster Limited, trading as Dr Foster Intelligence. Registered Company Number 3812015