Healthcare Charities, Patient Associations & the NHS

Roche Diagnostics UK and Anthem succeeded in uniting charities, NHS trusts and local communities to tackle low cervical screening attendance, especially among underserved groups across England and Wales. Through personal storytelling and inclusivity, the campaign addressed fear, stigma and inequality with authenticity, inclusivity and empathy. Supported by The Eve Appeal and working directly with NHS Trust partners, this empowered local activation and national amplification across digital and in-person touchpoints.

The result? An uplift of over 60,000 screenings and 100 lives potentially saved. This campaign exemplifies the impact of partnership in advancing the NHS ambition to eliminate cervical cancer by 2040.

Judge’s Comments

Tightly organised, well-crafted and driven by incredible unity around a clear goal, this campaign led to life-saving impact. The campaign objectives were well defined, and judges were impressed by the amount of collaborative working, including charity and NHS England partnerships, community group meetings, and even alliancing with Public Health Wales to launch the campaign with content in Welsh language. Campaign assets were small but mighty with a comprehensive omnichannel campaign producing superb results, including impressive increase in screening.

Brilliantly delivered and deeply human, this campaign tackled real screening barriers with care, inclusivity, and practical action. The reach was remarkable, the tone was spot-on, and most importantly, behaviour change meant that lives were saved.

Mark Wheeler – Kyowa Kirin

The “Just a Period” campaign by Wellbeing of Women used a bold digital tool, the Period Symptom Checker, to challenge the idea that heavy or painful periods are something women should simply endure. Created with doctors, researchers and women with lived experience, the Checker gives users a personalised letter to take to their GP, encouraging earlier diagnosis and treatment.

The campaign combined strong digital outreach with social media, public events and a high-profile Parliamentary launch. Backed by NHS England, the Royal College of GPs and the Department of Health, it is already delivering real impact and improving access to care.

The IMPACT study engaged 450 families of children with chronic rheumatological conditions to co-design (with HCPs and charities) “Rheumbot”—a chatbot that addresses gaps in psychological support by delivering trusted information and tips. Unique features like dual personas (HCP and parent) and coaching conversations enable the empathetic delivery of advice and support.

In the study, Rheumbot users scored it >4.1 out of 5 for usability, usefulness and value, with a net promoter score (NPS) of 72. In the long term, we hope the study findings transform how families managing chronic conditions in young people can access mental health support using digital solutions.

Building on the successful 2023 “You Need to Know” womb cancer campaign, NELCA launched a similar initiative in early 2025 to raise ovarian cancer awareness among British and European women in northeast London—identified as a higher risk group.

The campaign aimed to achieve over 100,000 digital impressions and 1,000 website visits by March 2025, recruit three local ambassadors, and host immersive in‑person events with 75% attendance to deepen symptom awareness (such as bloating). Its strategy focused on cultural relevance by tailoring content to community values, co‑creating materials with local women, and delivering events in familiar, trusted spaces such as nail salons.

Between 2016 and 2018, 59% of oesophageal cancer cases in the UK were preventable. Only 25% of cases are diagnosed early enough to prevent spreading.

Most people are unaware of the connection between persistent heartburn and oesophageal cancer, and simply treat it with over-the-counter medication. Our multi-channel awareness campaign for Heartburn Cancer UK (HCUK) targeted one core belief shift: persistent heartburn is not a normal part of life.

Bold designs, heartfelt testimonials and innovative advertisement strategies inspired both action and hope, generating over 100,000 social media impressions in one month and reaching an estimated audience of 278 million through press coverage.

One in five children has a probable mental health condition. Stormbreak are on a mission to change this.

Understanding behaviour is ingrained in everything we do at Hamell. And mental health is close to our hearts. We felt compelled to help.

Together, we created Kai’s Stormbreak Story.  A story that demonstrates how children can use Stormbreak to manage even their most difficult emotions.

A beautifully simple illustration style brought to life in animation made for high-impact campaign. Elevating Stormbreak’s voice, helping them communicate with stakeholders to support their mission; mentally healthy movement in every school, for every child, every day.