Widnes Vikings win Rosa Parks Award

Widnes Vikings win Rosa Parks Award widnesvikings.co.uk
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27th November 2017

Widnes Vikings collected the prestigious Rosa Parks Award at the NHS Academy of Fabulous Stuff Awards, held at the O2 Arena in London last week.

The Vikings were featured at the event for their ‘Beat the Scrum’ campaign with NHS Halton CCG. The month-long campaign saw the Vikings players feature in a series of creative videos, aimed at educating the public on how to make the right NHS choices when they suffer illnesses or injuries.

The campaign achieved huge awareness – receiving 100,000 video views on social media, with a total view time of almost seventeen days. It also featured in a host of local and national media, including features in The Mirror, Sky Sports and BBC News. It coincided with a reduction in A&E usage and an increased uptake of Halton’s Urgent Care services, which provide a quicker and more cost-effective alternative to A&E for conditions that require urgent attention but aren’t serious or life-threatening.

The Academy of Fabulous Stuff celebrates best practice examples and innovative solutions within the NHS. It is led by Roy Lilley, one of Britain’s most esteemed NHS analysts and commentators. The award nominations are selected by a panel of NHS experts, with the ultimate winners chosen through a public vote.  

The Rosa Parks Award, which was presented by IBM, is named in honour of the great American civil rights pioneer. It recognises organisations who are ‘brave enough to reject mindless conformity and find a new, inspiring and effective means of doing something’. This success follows the campaign being awarded two honours at the Chartered Institute of Marketing Northern Awards and featuring at the Chartered Institute of PR PRide North West Awards

Roy Lilley says, “Rose Parks was a special lady.  She stood up for what was right, changed attitudes in her community and the outlook of her nation.  She was a role model.  We award ‘Rosa’ to special people who do all of that. Widnes Vikings are very special.  They occupy a special place in their community and have huge influence over the lives of people who support them.

Using that influence, the ‘Beat the Scrum’ campaign was a brilliant metaphor and approach that resonated with the target patients that the NHS finds so hard to reach. It had a fantastic outcome, supporting a 7% reduction in A&E attendances within Halton. Widnes Vikings are champions in showing the way.”

James Rule, CEO of Widnes Vikings, says: “It was humbling to see Widnes Vikings recognised at the O2 Arena with an award that remembers one of history’s great civil rights leaders. We are incredibly proud of the impact that the Beat the Scrum campaign made and the interest it has had from health leaders across the country. This campaign is an example of the innovation that Widnes Vikings can deliver to its partners, and will support new and exciting opportunities for our Club.”

John Hughes, Director of Communications and Digital Engagement at Widnes Vikings, says: “To have the Beat the Scrum campaign selected by leading NHS experts as an award worthy initiative, and to be selected as the winner of the Rosa Parks Award by the public was a real honour. I would like to thank everyone who backed Widnes Vikings in this award, as well as the NHS colleagues and Vikings players who helped make the project possible.”

Watch the Beat the Scrum campaigns here. 

Widnes Vikings win Rosa Parks Award widnesvikings.co.uk