The North East and North Cumbria Integrated Care Board (ICB) is thrilled to announce that its #OUCH #ByeByeUTI campaign has been shortlisted for the NHS Communications Initiative of the Year at the Health Service Journal (HSJ) Awards 2023, recognising an outstanding contribution to healthcare and securing a place at the prestigious awards ceremony.

A ‘record-breaking’ 1456 entries have been received for this year’s awards, with 223 projects and individuals reaching the final shortlist, making it the biggest awards programme in the award’s 43-year history.

The high volume - and exceptional quality – of applications once again mirrors the impressive levels of innovation and care continually being developed within the UK’s healthcare networks.

Following the thorough judging process, North East and North Cumbria ICB was shortlisted, with its #OUCH #ByeByeUTI communications campaign standing out as a real ‘success story’ worthy of a prized place on the panel’s shortlist.

Initially supporting a nine-month ICB pilot scheme, the #OUCH #ByeByeUTI communications campaign delivered great results urging more than 10,000 women aged 16-64, excluding those who are pregnant, to receive over the counter advice and treatment for uncomplicated UTIs from community pharmacists without the need for a GP appointment or prescription - providing convenient and fast access to treatment for patients, whilst also helping to reduce pressure on GP practices.

The campaign helped to save the region's NHS over £395,434 in protected GP appointment time, and created a 47% reduction in antibiotic prescribing - a further saving of around £43,000. 

The UTI campaign has now been recurrently funded by the ICB and evidence and evaluation from the pilot scheme has been key to forming part of the NHS England Primary Care Recovery Plan.

Claire Riley, North East and North Cumbria ICB executive director of corporate governance, communications and involvement said: “This is really exciting news!

"Being shortlisted for the HSJ Awards 2023 is a huge boost for our dedicated and hard-working team, especially in a year when the competition was so tough with an unprecedented volume of entries from so many other equally deserving Trusts and individuals.

"This demonstrates the real value of communications, not only in promoting enhanced health services to the public, but also in the substantial cost savings it has made to the NHS.

“Whatever the result ‘on the night’, we already feel like winners for getting this far and are so proud to have the opportunity to share our success with colleagues from across the entire sector, as well as showcasing everything we’ve learnt through implementing our project.”

HSJ editor Alastair McLellan, added: “It always gives me great pleasure to congratulate our finalists at this stage of the judging process and this year is no exception as we acknowledge North East and North Cumbria ICB for being shortlisted in the category of NHS Communications Initiative of the Year.

“It’s been so encouraging to hear that 2023 has been record-breaking in terms of the number of applicants and, as ever, the calibre of entries left our panel of expert judges with some tough decisions to deliberate over.

“However, it’s always important to remember that the HSJ Awards are not just a celebration of success stories but also a platform to shape the future of the NHS.

“We can’t wait to welcome our finalists to the awards ceremony in November and to recognise and applaud such impressive achievements across the sector – as well as coming together to help mark the 75th birthday of our great NHS."

The selected winners will be announced during the awards ceremony at Evolution London on November 16, 2023.

The full list of nominees for the 2023 HSJ awards can be found here.