Beat The Scrum shortlisted for global award...

Beat The Scrum shortlisted for global award...

1st August 2018

The Beat The Scrum campaign has been recognised as one of the most innovative programmes in world sport, with a nomination for the prestigious 2018 Leaders In Sports Awards. The campaign has been shortlisted alongside programmes delivered by the likes of Manchester United, the NFL and the LA Clippers in the ‘Best Sponsorship’ category.

The campaign sees Widnes Vikings stars and legends of Rugby League unite to help educate the public on how to use make the right NHS choices when they experience illnesses or injuries. Through delivering creative social media campaigns, securing significant PR coverage, featuring on the Vikings playing shirts, and being showcased in Super League matchday events, it gives the NHS an exceptional platform to engage with the public.

This partnership has been commissioned by a coalition of NHS organisations within the Mid-Mersey A&E Delivery Board and is supported by Renova Developments.

A key objective of the Beat The Scrum campaign is to raise awareness of how by choosing walk-in or urgent care centres in situations that aren’t serious or life threatening, instead of A&E departments, people can avoid longer waiting times and also take pressure off local hospitals. With over 120,000 people from Warrington, Knowsley, St Helens and Halton unnecessarily visiting A&E services in the 2016/17 year, at the cost of £10m, Beat The Scrum has a vital aim.

Leaders In Sport celebrates ‘companies and individuals who are shaping the future of sport’. The awards are judged by a panel of 100 experts, from the likes of governing bodies, including Serie A and IAAF, broadcasters, such as ESPN and BBC Sport, and major sports teams, including FC Internazionale Milan, Manchester United and Team GB.

The Beat The Scrum campaign is shortlisted alongside initiatives by LA Clippers, NFL and Manchester United, as well as NatWest’s ‘Cricket has no boundaries’ campaign and the ‘Hockey is for Everyone’ programme by the NHL and Etihad Airways.

This nomination recognises the ongoing success for the campaign, following Beat The Scrum passing more than 500,000 online video views last month during it’s celebration of the NHS’s 70th anniversary. It has previously received a Special Commendation at the NHS Sustainability Awards, won the Academy of Fab NHS Stuff’s Rosa Parks Award, and been named Best Digital Campaign and Best Integrated Campaign by the Chartered Institute of Marketing North.

James Rule, Chief Executive of Widnes Vikings, says: “For a campaign that has been planned and delivered within our organisation to receive global recognition as one of the best sponsorship programmes is a real source of pride.

We would like to thank our partners at the Mid-Mersey A&E Delivery Board for their vision in backing this programme, as well as Renova Developments for supporting the campaign. Special thanks must also go the Rugby League legends, media outlets and Widnes Vikings players who have been integral to the campaign’s success. To be able to represent our club, Rugby League and the NHS at an event of this calibre, alongside leading campaigns from the NHL, NBA, NFL, ECB and Premier League, is an incredible honour.”

Mel Pickup, Chief Executive of Warrington and Halton Hospitals NHS FT, says: “Beat the Scrum has been a really innovative campaign that has taken our ‘Make the Right Call (Choose Well)’ messages to a very diverse audience, many of whom we have struggled to reach in the past.  

Making the campaign totally relevant to Rugby League fans has ensured that the fun and impactful short films have been widely viewed and shared across multiple channels. We certainly could not have hoped to have reached and informed so many potential users with our traditional and very stretched NHS resources.  We congratulate the Vikings on reaching the shortlist in the Leaders in Sport Awards - this is richly deserved and we look forward to working together again soon.”

Beat The Scrum shortlisted for global award...