For both rounds of judging your entry will be judged on the following;

Craft Awards

The judges will assess the creativity of an entry, based on its ability to generate engaging, unique, and appropriate ideas that are used as solutions to communicate an objective.

For each craft category, the judges will be asking:

  • How original and imaginative is the creative concept or solution to the communications challenge?
  • Is the campaign/ programme relevant to the target audience and the problem/challenge it aims to solve. How well has the content been crafted for the target audience(s)?
  • How affected were they by this piece? Do they feel moved? Will they remember it?
  • How clearly does this piece of communication convey its key message(s)?
  • How well is the creative concept executed? (this will cover elements such as production values of a film or photoshoot, quality of animation)

 

Effectiveness Awards

In these categories judges will be looking for a balance of creative excellence and effectiveness against objectives. You should include both quantitative and qualitative data.

For each effectiveness category, the judges will be asking:

Creativity – 50%

  • How original and imaginative is the creative concept or solution to the communications challenge?
  • Is the campaign/ programme relevant to the target audience and the problem/challenge it aims to solve. How well has the content been crafted for the target audience(s)?
  • How affected were they by this piece? Do they feel moved? Will they remember it?
  • How clearly does this piece of communication convey its key message(s)?
  • How well is the creative concept executed? (this will cover elements such as production values of a film or photoshoot, quality of animation)

Effectiveness – 50%

  • Have they included relevant targets and performance against these metrics (quantitative)
  • Have they included appropriate internal and external stakeholder feedback (qualitative)
  • Did they describe how the programme has improved an aspect of healthcare for HCPs and/or patients?