Partner Article

North East firm â??scrubs up' at awards

A North East campaign encouraging health workers, patients and visitors to ‘scrub up’ and help reduce infection has received a national award.

The campaign - a collaboration between the NHS and Newcastle advertising agency Martin Tait Redheads (MTR) - starring doctors, nurses, cleaners and paramedics from around the region, was launched earlier this year in a bid to encourage everyone to play a role in reducing infections such as MRSA.

Newcastle-based MTR was the only agency from the region to be shortlisted in the IPA’s (Institute of Practitioners in Advertising) Best of Health awards, which celebrate creative advertising and marketing communications in the healthcare sector. MTR came 2nd, beaten by London agency Delaney and Partners.

Images of local NHS staff were seen on buses and on life-size cut outs, information leaflets and posters in GP surgeries, hospitals and health centres throughout the North East.

The campaign to encourage hospital staff and visitors to ‘scrub up’ to minimise the spread of infection ran on Tyne Tees TV earlier in the year and showed dozens of moving hands against a black backdrop.

Claire Riley, strategic head of communications at North East Strategic Health Authority, said: “This is a fantastic achievement. Although the campaign has a serious message for everyone who uses NHS services, we tried to use an element of fun to create something eye catching and unique.

“We’re delighted that it has been recognised in this way, and the fact that we’ve picked up an award is a great tribute to everyone who helped to create the campaign - including the very photogenic NHS staff who put themselves forward to be stars of the show!

Howard Tait, managing director of MTR, said: “We have great credentials in healthcare advertising and marketing and these awards only recognise the best creative work in what is a challenging sector to effectively communicate messages against a backdrop of complex and sensitive issues.”

This was posted in Bdaily's Members' News section by Ruth Mitchell .