Campaign: Second Opinion

Claire Ashbridge-Thomlinson, Fleishman-Hillard healthcare PA head, has advised a variety of healthcare groups.

Sometimes good plans come together because the logic behind them is irrefutable and obstruction would be trying to stop a force for good.The Prostrate Cancer Charter for Action programme was just such a political bulldozer.

This was not a glitzy, glamourous campaign. It did not need to be.

Would any policy maker disagree with the notion that the most common cancer among men in the UK deserves more political focus? Who could deny the value of an advisory group on the disease that brings together all experts in the field?

This was a well-executed bread and butter programme. And as anyone who has ever worked for a coalition knows, juggling competing stakeholder objectives takes some management. The campaign got the main messages across and the impressive outcomes were directly linked to the objectives.

The latter were sensible and achievable - an indication of successful client-expectation management. A more ambitious programme might have tried, for example, for routine prostate screening, an outcome unlikely to have been achieved.

Perhaps the highest form of creativity is the ability to see the opportunity that others miss.

Creativity: 4

Delivery: 4


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