sponsored by Callcredit Information Group
Presented to the Local Authority or Government organisation that can demonstrate how its communications strategy has delivered measurable changes in public perception or customer behaviour and stands out as an example of best practice.

2011 Winner: Department for Work and Pensions - Personal Data Campaign
Following high profile data losses across Government, DWP developed a successful character driven campaign to build staff awareness, understanding of the consequences of non-compliance and essentially change their data security behaviours. Campaign branded messages featured across a mix of channels including a takeover of the DWP intranet homepage. Tailored image based merchandise for display at key points of risk was also produced.The campaign exceeded all expectations reporting 96% staff awareness of information security.

Commended: Essex County Council - Website Access project
In November 2010 Essex County Council launched its new website, with improved and much more compact content, a functioning search and easier navigation. The marketing plan categorised customers by target groups and used a variety of methods, including digital opportunities and ECC’s own resources and direct mail to schools and libraries. Banners and multi-purpose unit adverts were placed across local Northcliffe and Newsquest newspaper networks. Visits to the site have increased significantly since launch - a result of successful, consistent communications.

Commended: Lambeth Council - Know the Difference
The Know the Difference campaign launched in Lambeth to tackle high levels of rape and sexual assault in the borough. Police data determined that the target audience were men aged 18 to 35, who lived and/or socialised in the hotspot areas of Clapham, Brixton and Streatham. Campaign imagery was stylised and drew heavily on 1960’s “Mad men” style iconography using silhouettes and bold colours on materials including posters, mirror stickers and flyers.

Commended: Lincolnshire County Council - Flood Awareness
Although improvements have been made to flood defences and plans, public awareness has remained worryingly low. Lincolnshire’s Warn and Inform group, consisting of communications professionals from Lincolnshire County Council, were commissioned to make communities more aware of the risk and what action to take, as part of Lincolnshire’s wider coastal Pathfinder project, funded by Defra. The key message became the strapline for the campaign – ‘We’re prepared for coastal flooding in Lincolnshire. Are you?’

Commended: East Renfrewshire Council - Kerbside Recycling
East Renfrewshire’s campaign launched alongside the introduction of the potentially controversial move from weekly to fortnightly uplift of refuse. The campaign had two main messages ‘Remember, Remember the 1st of November’, the date the new collections started, and 10:10, boosting recycling by 10% in 2010. The results so far from this campaign show it to be a resounding success.