Hunter New England and Central Coast Primary Health Network Primary Care Quality and Innovation Awards, June 2021


Delivering an inaugural event to celebrate, recognise and acknowledge quality care and innovation.


On behalf of the Hunter New England and Central Coast Primary Health Network (The PHN), The LKB Agency was asked to deliver an event to award, celebrate, and recognise the significant achievements and innovations from primary care providers, practices, and health centres across the region.

This was the first event of its kind for the PHN and was also significant in recognising the quality of care and innovations the sector had achieved through the challenges of the pandemic.

The brief included the need to have broad representation from all areas of the health sector within the award submissions and attendance at the event, including targeting remote communities and indigenous health care providers.

LKB was responsible for designing the event format, delivering all related event logistics and management on the night.

The initial plan for the awards event included securing sponsorship and delivering a significant PR and marketing campaign. However, as planning for the event began so did the roll out of the COVID-19 vaccination program, adding increasing pressure to the sector and a challenging media and political environment. This meant a shift in the strategy and approach to accommodate the needs of the sector, while still delivering a high quality awards event.


Due to the vaccination roll out, and the pressure on the health sector to respond to increasing demands on their time and resources, LKB worked closely with the PHN to develop a strategy that would encourage and support the health sector to submit their business or individuals for awards in a quick and simple way.

LKB developed external communications to encourage award submissions, amplified via targeted social and owned assets and via direct email marketing to the PHN’s network. Messaging was designed to relate to all types of health providers including individual GPs, larger businesses, remote communities, and indigenous health care providers.

LKB altered the original strategy and omitted any paid media activity, instead increasing business to business activity to leverage the PHN owned assets including databases, networks, and staff who undertook outreach with their contacts.

This was further supported by identifying businesses that were potential candidates for awards and encouraging their submission or to nominate a peer and help increase awareness of the awards and the event itself.

LKB designed the event and all the logistical requirements to plan and deliver an awards night that reflected the PHN’s values and would set a benchmark for future award events. This included development of the evening’s program, venue, entertainment, food and beverage, photography, AV, and event styling. All event logistics including briefings, run-sheets, registration and show production and run on the night was also provided by LKB staff.

LKB produced all collateral for the event. This included the copywriting, editing, creative briefing and print production of a 12-page brochure, seating plans, menu cards, on screen presentation and presenter briefing packs. LKB also developed social posts, communications to board members, sponsorship outreach documents and CEO speaking notes.

As entertainment throughout the evening, LKB brought together a mix of local speakers who shared and highlighted the key messages of recognition and innovation.

  • A local indigenous men’s health centre (who were also finalists) were engaged to deliver a Welcome to Country dance to open the evening’s activity
  • A local elder delivered an official Welcome to Country
  • LKB engaged keynote speaker Christie Dawes, a local Paralympic athlete to share her story and the importance of an innovative and engaged health sector
  • Garth Russell, a local ABC radio announcer and journalist was the Emcee for the evening and kept the evening flowing, including announcing the award recipients.


Over 70 entry submissions were received for the five award categories

Submissions were received from a broad spectrum of the sector and included individual GP’s, members from the Aboriginal community, Aged Care providers and small family practices

Types of award submissions: these were received from a broad cross section of the health sector including remote communities and indigenous health providers

273 registered to attend the event

The PHN board and executive agreed the event was a success and support it being an annual event

Guests were grateful to the PHN for providing a platform to recognise their work and bring together different communities and providers

The event elevated the importance of the PHN as a not for profit and the value they provide communities.

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