Clean Your Hands Campaign: Year Three

How to communicate a 'life or death' message to an extremely busy, campaign-fatigued and demotivated audience in an extremely crowded visual environment! This was the challenge we faced when were asked to develop Year Three of the NPSA's Clean Your Hands campaign. The campaign, launched two years previously in NHS hospitals throughout England and Wales, had lost it's momentum and impact. The issue of 'Superbugs' in the NHS had become critical, media coverage had reached fever pitch, and lives were being needlessly lost. In short, it was vital that the Year Three campaign was a success. We developed a bolder and more defined creative approach based on extensive audience research. The communications strategy is direct, audience-focused and addresses the ground level issues behind low hand hygiene compliance rates. The result? A powerful campaign that boldly stands out in the hospital environment. An effective solution that communicates the serious messages with impact and clarity. A coveted Good Communications Award for 'Best Strategic Communications Campaign 2008' High praise from the Welsh Assembly Government on the bilingual materials: 'Our NHS Welsh Language Unit have asked me to pass on their congratulations on the Year 3 CYH materials. They are very impressed and will be using them as examples of how to produce bilingual materials. Well done!' Oh, and an appearance on the wall of Weatherfield General Hopsital in Coronation Street (yes, really!!) This effective campaign has recently won the Public Sector Good Communication and DBA Effectiveness awards.