Advanced Wellbeing Research Centre / Sheffield Hallam University
Transforming healthcare through prevention.
The Advanced Wellbeing Research Centre (AWRC), based at Sheffield Hallam University, is a world-leading centre for physical activity research and innovation. Hot Tin Roof and its public affairs partner, PA Cooperative, were tasked with creating and launching a compelling policy document that would position AWRC as not only a thought leader in preventative healthcare but as an organisation already delivering impactful initiatives making tangible differences to people with a range of conditions.
40+
Attendees
Cross- party engagement
Key stakeholder participation
Crafting a comprehensive campaign
Working in close collaboration with AWRC communications colleagues, we developed a strategic, multi-faceted campaign that included:
- Researching and drafting a comprehensive policy document titled “Delivering the Prevention Legacy for the NHS: Innovations That Help People Move” with clear, actionable recommendations for policymakers.
- Providing strategic guidance on the format, timing, and execution of a high-profile Westminster launch event to maximise engagement from cross-party representatives and key stakeholders.
- Developing a strategic approach to amplify the document’s core messages to key policy stakeholders.
Our approach combined policy expertise with strategic communications, ensuring the AWRC’s vision and existing demonstrable impact in prevention-focused healthcare was effectively communicated to those with the power to implement change.
Engaging influential decision-makers
The event in the Churchill Room at Westminster marked a significant milestone in positioning AWRC as a key voice in healthcare prevention policy. Through our targeted approach, we helped secure attendance from notable parliamentarians and stakeholders, including:
- Dr Simon Opher MP, a local GP for more than 30 years, who engaged with AWRC’s vision for community-based healthcare delivery
- Abtisam Mohammed MP, who participated in discussions about the implementation of preventative healthcare approaches
- Baroness Amanda Sater, who offered valuable insights during panel discussions
The event created a platform for showcasing Sheffield and South Yorkshire’s innovations in preventative health while demonstrating how these approaches could be scaled nationally. By targeting individuals with specific interests in healthcare innovation and prevention, we ensured the audience was both engaged and influential.
Driving policy impact and awareness
The launch of “Delivering the Prevention Legacy for the NHS” positioned AWRC as a credible and authoritative voice in the prevention healthcare debate. Key outcomes included:
- Transforming regional innovation into national policy discussion, with multiple parliamentarians expressing interest in visiting the AWRC facility
- Generating substantive follow-up conversations with key government departments and healthcare bodies
- Effectively communicating AWRC’s three key recommendations for embedding prevention in healthcare to decision-makers
- Establishing AWRC as a trusted advisor on prevention-focused approaches to healthcare
By developing a compelling policy narrative backed by strong evidence and facilitating meaningful connections with decision-makers, Hot Tin Roof and PA Cooperative helped position AWRC at the forefront of the prevention debate at a crucial time in healthcare policy development.
“We’re really pleased we made the decision to work with Hot Tin Roof and PA Cooperative on the development and launch of our report on preventative health.
“We take our role in driving healthy life expectancy through physical activity seriously, so it was important that the team quickly understood our objectives and provided invaluable expertise, helping us to shape our key messages, creating content, and designing and delivering a highly successful launch event in Westminster.
“The team’s strategic insight and attention to detail ensured our report reached the right audiences and is making impact we aimed to achieve. Their professionalism and commitment to collaboration meant the process was as enjoyable as it was productive; we look forward to working with them in the future.”
Jason Brannan
Deputy Director of the Advanced Wellbeing Research Centre, Sheffield Hallam University
Read more of our campaigns...
Selected coverage
Selected coverage