CorpComms Magazine

Recording a CD is not a traditional duty for Nottinghamshire Healthcare NHS Trust, but it was the conclusion of a highly successful campaign to tackle the stigma in society for people with mental health problems. With a budget of less than £2,000, the trust wanted to produce a multi-media campaign, involving music recordings, live events and CD production; it was promoted using both traditional and social media.

The summer long campaign, which was described by the judges as 'positive and different', encouraged mental health service users, patients and carers at the Middle Street Day Care Centre in Beeston to work on original compositions.

They then played a series of gigs at several local venues culminating in a performance at the HMV-owned FOPP music store, where more than 100 people were in the audience, which coincided with Mental Health Awareness Week. In total, two CDs of original compositions were produced by more than 30 service users, including one entitled Labels which directly challenged mental health stigmas.

Alan, who is in his 50s but has been in and out of psychiatric wards since he was 15, described the initiative as 'a modern day medicine', adding: 'I was a loner previously but since coming here I have made proper friendships... it gives me a lift.' His response was not unusual; due to the therapeutic nature of music, the campaign positively contributed to the mental health of those involved.

The CDs were sold for one month after the gig, and were available to borrow at local libraries. They have since been played more than 1,000 times on MySpace. The judges described this as an 'original and cost effective' campaign, that was 'really joined up across various platforms'.

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Shortlisted entries

City & Guilds Million Extra - City & Guilds - Agencies: WAA; Hill & Knowlton

Clear compensations: pushing and pulling for the Financial Services Compensation Scheme - Financial Services Compensation Scheme - Agency: Hanover Communications

Engaging our people with our vision - Scottish Water

Safer in Stockport - Stockport Council