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Feature BMJ Group Improving Health Awards 2012: Healthcare Communication Campaign

Health campaigns that have changed public understanding

BMJ 2012; 344 doi: (Published 25 April 2012) Cite this as: BMJ 2012;344:e2866
  1. Anna Sayburn, senior editor
  1. 1Best Health, BMJ Evidence Centre, London WC1H 9JR, UK
  1. asayburn{at}

Anna Sayburn speaks to the people behind the campaigns shortlisted for the BMJ Group award for healthcare communication

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.

Cornwall Partnership NHS Foundation Trust

How do you reach a rural population that tends not to use social media and is prone to social isolation? Richard Laugharne [Q to A what is his role/job title ]and colleagues in his mental health trust took to the airwaves with Radio Cornwall, a BBC radio station with 180 000 regular listeners, to …

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