The organisation has been named a finalist in the Best Alignment of Internal Communications with External Messaging category for its Hopes and Dreams campaign, as well as in the Best Internal Communications Campaign (Large Business) category for its “It’s No Joke to Choke” initiative.
Launched in 2025, the Hopes and Dreams campaign celebrated the achievements of individuals supported across Cygnet Social Care services. Through authentic storytelling, it showcased how person-centred support enables people with learning disabilities, autism and complex needs to realise their ambitions and live fulfilled, independent lives.
The campaign was delivered across a wide range of channels, including the intranet, newsletters and magazines, as well as external platforms such as social media, the Cygnet website, and mainstream and sector press. By sharing consistent, values-driven messaging both internally and externally, the campaign successfully aligned colleague engagement with Cygnet’s public brand and purpose.
Stories featured in the campaign include individuals achieving life-changing milestones such as travelling independently, going on their first holiday abroad, improving their health and wellbeing, and reconnecting with loved ones. A key highlight was the inaugural Cygnet’s Got Talent competition, which brought together participants from across the country to build confidence, express themselves creatively and celebrate their abilities.
Alongside this, Cygnet has also been recognised for its impactful “It’s No Joke to Choke” campaign, a 12-month internal communications initiative focused on raising awareness of choking risks and prevention across its 13,000-strong workforce.
Launched in November 2024, the campaign used a creative and accessible mix of animation, webinars, screensavers and bite-size learning resources to translate complex clinical guidance into practical knowledge for colleagues working across more than 160 services.
The campaign drove significant engagement, achieving more than 92,000 email opens and encouraging thousands of colleagues to access dedicated resources and training. Through a structured, month-by-month approach, it explored a wide range of risk factors – from dysphagia and oral hygiene to medication and seizure activity – helping teams build a deeper and more comprehensive understanding over time.
In total, 128 original resources were developed alongside 69 curated links to external experts, supporting continuous learning and professional development. The campaign also improved consistency in how choking incidents are recognised and reported, embedding clear “gold standards” and strengthening organisational learning to support safer care.
Lucy Scarborough, Executive Director of Communications & Marketing, said: “We are incredibly proud to be shortlisted in two categories at these national awards.
“Both campaigns demonstrate the power of effective communication, whether that’s celebrating the incredible achievements of the people we support or equipping our colleagues with the knowledge to deliver safer care.
“Hopes and Dreams reflects who we are as an organisation and the difference we make every day, while ‘It’s No Joke to Choke’ shows how communications can play a vital role in improving outcomes and saving lives.”
Winners of the Internal Communications and Engagement Awards will be announced at a ceremony in July.