NPA Ask Your Pharmacist campaign shortlisted for CIPR award

The National Pharmacy Association (NPA) has been shortlisted for an award from the Chartered Institute of Public Relations (CIPR) for its Ask Your Pharmacist (AYP) campaign.

AYP Week was included in the healthcare category at the annual CIPR Excellence Awards, with judges praising it for its use of strategic networks and rigorous approach to measurement.

According to the NPA, the 2011 AYP campaign was responsible for measurably improving public awareness of pharmacy services, which bodes well for the 2012 edition of the initiative this November.

The eventual winner of the healthcare category was Salt PR for a global hand hygiene campaign, but CIPR chief executive Jane Wilson noted that reaching the final stages is a huge achievement in itself.

Stephen Fishwick, head of external relations at the NPA, added: "It was a great achievement to be shortlisted for this prestigious award, not just for the NPA but for all those who took part in the campaign."

Earlier this month, the NPA held its second annual conference, which was attended by 300 NPA members and stakeholders.