Winner
From Ideas to Impact: Bringing our purpose to life
Summary of work
In 2019 a five-year communications and engagement strategy (2019-2023) was approved to direct a integrated external affairs programme, alongside internal communications, to simultaneously engage stakeholders and workforce.
Central to the strategy was to be more outwardly focussed and outcomes orientated and meet the needs of our diverse set of audiences on a more personal level. We also needed to be where our stakeholders are and be seen as thought leaders in what they want to know about. Importantly, we needed to recognise the communications team as an enabler and mobilise others to tell our story.
Demonstrating our impact was identified as a critical alongside creating a community of active ambassadors (staff and stakeholders) who could bring individual stories of our impact to life.
In less than two years the communications team have brought the organisation together behind a single purpose, developed strong visual / verbal brand identity and developed engaging content across multiple channels and formats including a new user focussed website, marketing brochure and magazine style annual report that brings to life the organisation’s impact largely in the words of their stakeholders.
This has delivered a step change in brand awareness, as well as employee engagement and commercial growth.
Judges’ comments
Eastern AHSN, working with Mind+Matter and Incisive, have developed a well written, honest, refreshing, well researched and impactful campaign, from chaos, and delivered important business outcomes. It had good objectives, was valued, clear, concise and flexible with impressive, active engagement and was robust. We really liked their ambition.
