Breaking The Rules

The Challenge

Staff at East London NHS Foundation Trust (ELFT) were asked which ‘petty’ rules hampered their day-to-day work and should be scrapped, as part of an Institute for Healthcare Improvement (IHI) initiative.


The Solution

Stage One: First we wanted to capture the attention of staff so launched a ‘red tape’ guerrilla campaign around the Trust. The red tape appeared everywhere clandestinely without explanation to pique their curiosity. Soon everyone was talking, especially when it was backed up with low tack graffiti decals saying ‘Are You Ready to Break The Rules?’ and we even ‘hacked’ the chief executive’s video blog with a V for Vendetta character.

Stage Two: The reveal – Having created a buzz with everyone trying to work out what was going on, we made the call to action, encouraging staff to tell us which petty rules should be axed. This included a branded pop up video booth for staff to record their thoughts, an electronic suggestion box, dedicated telephone line and more clearly marked traditional suggestion boxes.

The Result

More than 100 mainly detailed suggestions were received which were then taken by the Trust and were possible acted upon. Most importantly staff reported that they felt more empowered as a result of the campaign which put them in the driving seat.

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