Public Sector Campaign of the Year (V)

WINNER Smokefree Northwest: Let’s Make Smoking History for Our Children

The objectives of Smokefree Northwest (SFNW) - a region-wide initiative funded by all 24 Primary Care Trusts were to help various groups in the North West to respond to the government consultation on the future of tobacco control, and to offer the public an opportunity to express their support for further measures to protect children and young people from the harm caused by tobacco.

The strategy was to create a groundswell of public opinion in the region in response to the government consultation, and to engage MPs and amplify the campaign through regional and national media.

SFNW held a launch event, attended by more than 160 people, including local government leaders. 150,000 postcards were produced and distributed across the region, asking people to support the new legislation, proposals for restrictions on young people’s access to cigarette vending machines, and the removal of cigarette retail displays.

SFNW highlighted the issue of tobacco marketing to children, and the need to restrict it, to all the North West’s 72 MPs. Responses from members of the public were analysed by constituency, demonstrating support for further measures to protect children from tobacco to the MPs. Tailored releases were issued to local press, highlighting both public and MP support for the campaign. SFNW briefed the regional and national media on the wave of support being generated in the region.

As a result of the postcard campaign, the Department of Health received an overwhelming 60,000 pledges of support from individual members of the public in the North West, the biggest response in the country. SFNW gained active support from 45 MPs, including 10 ministers, which included the North West Regional Minister.

Forty-four pieces of positive media coverage were generated regionally, in addition to four national pieces of coverage. The timescale coincided with the Department of Health consultation on the future of tobacco control, and the passage of the proposed Health Bill.

Essex County Council: Funding for the A12

In 2006, car insurance specialist Allianz Cornhill’s poll revealed the A12 to be the worst road in Great Britain. Barely touched since the 1970s, the A12 is a cause of delays that affect thousands of Essex residents, and the local and regional economy daily.

Using recent government legislation that gives local authorities the power to act on behalf of their citizens, Essex County Council (ECC) set up the first ever local authority-led public inquiry into a trunk route.

Its strategic objectives were: to turn national attention on to the A12 as road of national importance; to lobby together with other partners including MPs, neighbouring local authorities, the emergency services, and road and motoring organisations; to generate maximum publicity to achieve recognition, at a national level, of the importance of the road and to unlock desperately needed government money for its improvement.

In late 2007, six months before the inquiry, the campaign began by raising public awareness, and the ‘Road to Ruin’ media angle received local and national coverage. Local MPs were enlisted to lobby for Essex and supportive parliamentarians identified.

Between February and April 2008, while the inquiry ran, there was frequent communication and updates to supportive MPs. Following the inquiry, a 5,000-name petition from media partner, the Essex Chronicle, was handed to the Department for Transport. It became Essex’s lead story for two months.

The results were communicated to parliamentarians, and pressure exerted on the DfT from all interested parties. Following Lord Adonis’ promise to consider the inquiry’s findings, the biggest government investment for the A12 in recent times was pledged, and the route recognised as a ‘national corridor’.

The A12 will now get its first major upgrade for 20 years: the Government has announced that the road will be part of a priority corridor and receive a £120m traffic management upgrade.

Local Government Association: 'Small Change, Big Difference' campaign

The Local Government Association's (LGA) ‘Small Change, Big Difference’ campaign set out to encourage the public and decision-makers to see councils as central to the solution of tackling climate change.

From March through to September 2008, the LGA campaigned for a national home-insulation programme that would lift 500,000 people out of fuel poverty, knock £280 per year off the energy bills of 10 million households and reduce domestic carbon emissions by 20 per cent. The LGA argued for councils to be put at the centre of the insulation scheme.

The LGA set about achieving its objectives through a combination of encouraging member councils to support the campaign, lobbying, parliamentary activity, the publication of reports, stakeholder liaison and media work.

The body called for the insulation programme to be funded by a £500m annual charge on the six main energy suppliers, matching pound for pound the contribution that households already make through their bills to cut carbon emissions.

The LGA then set about building support for its proposals. Council leaders across the country wrote to their local MPs, calling on them to back the plans. The LGA wrote to the Chancellor and other Cabinet ministers, and lobbied influential MPs face to face. An amendment was tabled to the Climate Change Bill – allowing the proposals to be debated in Parliament.

The LGA commissioned independent research that found that the six main companies had paid out £1.65bn in shareholder dividends – a £257m increase – at the same time as their claims that huge profits were needed to justify investment.

The LGA published the research in early September. It resulted in widespread coverage across the national, local and regional media.

A few days later, the Prime Minister called the energy companies and senior councillors to Number 10 to unveil an additional £910m scheme to insulate two million households, saving them each £300 a year. This included a new Community Energy Saving Programme to be provided by local councils, voluntary organisations and energy companies – but funded by the latter.

The scheme is to be rolled out across the country, with the LGA's member councils at its core.