The award, judged by leaders from the very top of the UK public relations and public affairs industry, recognises communications professionals working within organisations, as opposed to agencies. Entrants were assessed on the basis of their impact, with the BDA coming in first place, ahead of such well-resourced teams as Virgin Media, O2 and Bupa.
A small team of five campaigners was recognised for moving NHS dentistry from the periphery to a top-tier doorstep issue and frontpage news, putting skillsets in both public relations and public affairs to work in tandem. Their work has secured the highest levels of political traction for the service in its 77-year history, framing it not merely as an ongoing healthcare concern, but as a social justice issue during a cost-of-living crisis.
BDA Chair Eddie Crouch said:
“Whether in Parliament or in the press, we’ve set out to tell this profession’s story. And we’ve ensured it has led the debate and made the front pages.
“Whether it's private dentists scapegoated by the Chancellor, or NHS colleagues left in the lurch by underfunding and failed contracts, we’ve spelled out the facts, defining problems, and offering solutions that have set the agenda.
“This award reflects our commitment to our members. We will never cease to fly the flag for you and the challenges you face.”
Mary Kelly Foy MP, Co-Chair of the All-Party Parliamentary Group for Dentistry and Oral Health, added:
“I was thrilled to hear about this well-deserved win for BDA’s communications and public affairs team. This small team really do punch above their weight and, having worked closely with them, I’ve seen just how instrumental they have been in making the NHS dental crisis a clear priority across Parliament. I feel truly honoured to be working alongside them.”