The campaign also needed to find out what patients thought about staff hand hygiene and to involve them and to evaluate behavioural changes in staff.
The Design
The cornerstone of the campaign was the placement of near-patient alcohol handrubs across 192 NHS trusts. Lucid created a series of posters, patient literature, stickers, badges and aprons, to support their use, designing a distinctive campaign marque that was flexible across a range of applications. The focus of the campaign was on personal responsibility and the power of the individual but the tone was engaging and at times amusing.
Each ward identified champions as role models for other staff, and they featured on some of the posters, while patient-targeted communications used the campaign slogan, ‘It’s okay to ask’.
The Results
Use of the alcohol handrub increased by an average of 241 per cent, while observed compliance of handwashing went from 22 per cent to an average of 76 per cent. Among staff, 83.9 per cent said the posters made them think about their own hand cleaning. 40 per cent of staff said they were asked by patients if they had cleaned their hands and 97 per cent said they felt perfectly comfortable with this. Among patients, 71 per cent believed they should be involved in supporting staff to improve hand hygiene. The campaign is now being rolled out over the NHS in England and Wales in five phases.
Judges’ Comments
‘Quite simply brilliant,’ said Darren Briggs, Head of Internal Communications, Vodafone. ‘This breaks the mould and demonstrates the power of bringing strong branding into internal marketing.’ ‘Fantastic work,’ said Dennis DeYonker, Global Advertising Director at GlaxoSmithKline. ‘The design empowers patients and engages them in their care. Design tears down communication barriers between the healthcare provider and the patient.’ ‘Design at its strongest,’ said David Godber, Director, Nissan Design Europe. ‘A single message conveyed simply to all stakeholders.’
|
 |
