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BMA Patient Information Awards 2018 recognises campaigns that put patient at heart of healthcare

The British Medical Association hosted NHS foundation trusts, academic institutions and charities for the Patient Information Awards ceremony yesterday (Tuesday 25 September) at BMA House in Tavistock Square.

The awards were established in 1997 to demonstrate the BMA’s commitment to supporting the excellent educational practice of patients, allowing them to understand their relationship with doctors, the health conditions they’re living with, and the treatment they’re receiving.

This year’s overall winner was a joint campaign between the Scottish Government and NHS Health Scotland aimed at young women to encourage more to attend cervical cancer screenings. 

The campaign, ‘Flower Scotland’ targeted women aged 25-35, particularly those less well off, as a key demographic, at risk of cervical cancer but not as likely to attend a smear test.  Six women a week are diagnosed with cervical cancer in Scotland.

The judges praised the resource’s clear and well-articulated focus which saw the video viewed five times more than expected. 59 per cent of women recognised the campaign when prompted and 49 per cent of women attended a smear, booked a GP appointment or talked to someone about the smear test as a result.

Accepting the award, Helen Hucker, senior publishing editor and NHS Health Scotland, said:

“I’m absolutely delighted to accept this award on behalf of all of my colleagues at NHS Health Scotland and the Scottish government. So much time and effort went into the result. We know that an impressive 59 per cent of women recognise the campaign so we hope it will dramatically reduce cervical cancer in Scotland.”

BMA president Prof Dinesh Bhugra CBE said:

“I am delighted to present the award for our overall patient resource of the year to the Cervical Screening Flower Campaign by NHS Health Scotland and the Scottish government. It is an excellent example of how a campaign with a clear and well-articulated focus can have a significant influence.

“This video works well in that it combines humour and warmth whilst conveying a sense of urgency regarding the necessity of cervical screening. The campaign had a much wider reach than was initially expected which is a testament to how well it was executed and easily relatable to the target audience.”

This year’s awards also saw, for the first time, special awards for inclusion, equality and diversity, and wellbeing. 

Compassion for Dying won the inclusion, equality and diversity award for a publication explaining advance planning and power-of-attorney decisions in end of life care and how they affect the older LGBT community developed in partnership with Stonewall and Opening Doors London.

Natalie Koussa, Director of partnerships and services at Compassion in Dying, said:

“We’re absolutely thrilled to win the diversity and inclusion award. ‘Planning ahead for the LGBT community’ was developed as the first resource of its kind in order to support people from LGBT communities with very specific decision-making processes that they experience towards the end of life, so we’re thrilled to be recognised for this work.”

The wellbeing award was given to My Alcohol Tracker, a voice skill for Alexa-compatible devices to help people track their weekly alcohol intake, developed by Cancer Research UK.


Notes to Editors 

The BMA is a trade union representing and negotiating on behalf of all doctors in the UK. A leading voice advocating for outstanding health care and a healthy population. An association providing members with excellent individual services and support throughout their lives.

  • The BMA Patient Information Awards (PIA) were established in 1997 to encourage excellence in the production and dissemination of accessible, well-designed and clinically balanced patient information.
  • For more information on the BMA Patient Information Awards, the full entry criteria and information on the 2019 awards, click here.
  • Organisations who would like to enter the awards for next year should contact Richard Jones in the BMA Library on [email protected] for further advice.
  • Watch the award winning Scottish Government/ NHS Scotland video here. Find out more about the campaign here.
  • Find out more about Cancer Research’s Alexa skill, My Alcohol Tracker, here.
  • Find out more about Compassions in Dying’s publication, Planning ahead for the LGBT community, here.
  • For more information about the awards, interview requests and photographs from the event, please contact the BMA media office at [email protected] or call 020 7383 6448.

For further information please contact:

British Medical Association, BMA House, Tavistock Square, London, WC1H 9JP
Telephone: 020 7383 6448 
Email: [email protected]
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