Communications agency Orchard has received national recognition in the 2021 PRCA DARE Awards, winning the South West region’s charity/not for profit award for its work with the Health Improvement Commission on the Count 14 campaign.
The PRCA DARE awards recognise and celebrate incredible campaigns in the UK’s PR industry over the past 12 months.
The winning educational campaign targeted local adults, communicating that to lower health risks from alcohol they should not exceed 14 units per week and spread them over 3 days or more. The campaign, focused on engaging with sectors of the local population susceptible to drinking more than the recommended amount according to the results of the 2018 Wellbeing Survey for Guernsey and Alderney.
Together, Orchard and the Commission devised a strategy that would influence behaviour change, reaching over 20% of the island’s population through media coverage and social media and driving a spike in website visits for the Health Improvement Commission.
Orchard Account Manager Megan Thoume and Account Executive Francesca Lewis led the project.
“Count 14 has been a brilliant campaign to work on,” said Francesca. “We used insight, influencers and partnerships with the hospitality sector to ensure we delivered the Count 14 message in a creative and non-judgemental way. Having your work recognised on a national level is really motivating and reminds you of what
can be achieved through the power of communication.”
Andrea Nightingale, Substance Use Lead for the Health Improvement Commission, said: “We’re thrilled that the campaign has won a PRCA DARE Award. Engaging the public in a sensitive topic like this needed careful consideration, which is why we wanted expert input. Orchard developed a truly engaging campaign – they fully
understood our objectives and the nuances of the local community, resulting in the creation and implementation of a really effective campaign.”
Deputy Al Brouard, President of Health and Social Care, said: “Congratulations to Orchard and The Health Improvement Commission on this award. It’s evidence of the positive impact that the Commission is having through developing innovative and effective collaborations between the third and private sectors and government, a cornerstone of the Partnership of Purpose.”
Orchard specialises in digital, social and PR and collected its fifth industry award in the last three years with this win. The PRCA is the world’s largest PR professional body which seeks to challenge, support and raise industry standards in 66 countries around the world.