The award for a healthcare communication campaign was intended to recognise the potential benefits of large scale communication to educate and improve health at population levels. The judges wanted to see campaigns founded on solid evidence that were balanced and accurate, and that had the potential to change the way people think about an important issue. Raising awareness of an illness or condition was not enough—the campaign should improve public understanding of health.

The shortlisted candidates met all of these criteria, and showed imaginative and effective methods of communication, suitable for the intended audience.