Making an annual report count
Providing communications support
An annual report should be more than a compliance exercise. Yet too many public sector organisations fall into “rinse and repeat” mode. Each year brings a similar report, on the same template, published to the same audiences. The year on the front cover changes, but little else does.
The Maternity and Newborn Safety Investigations (MNSI) programme, hosted by the Care Quality Commission (CQC), had the chance to do things differently. MNSI grew out of a predecessor body, the Healthcare Safety Investigation Branch (HSIB). It asked Blue Lozenge to help produce its first standalone annual report.
MNSI needed more than content and design support. It wanted a report that would help the public and stakeholders understand its role in improving maternity and neonatal care across NHS trusts in England.
The strategy
We set out to deliver a landmark first publication. But we also wanted to avoid the rinse-and-repeat trap from the start. Our plan was to evolve the report year on year, so each edition would build on the last and show MNSI’s progress.
The report needed to improve understanding, demonstrate accountability and tell an engaging, relatable story. We combined case studies and vignettes, impactful infographics and powerful photography in an attractive design.
Approach
Blue Lozenge brought its expertise in crafting copy and creating a professional, on-brand design. We worked with MNSI to turn outline content plans into a strong narrative. We also sourced external contributions, including ministerial forewords.
MNSI has since re-commissioned us for every subsequent annual report. Each edition has deepened the narrative, helping audiences better understand the organisation’s purpose, progress, achievements and challenges.
The report has become a key stakeholder engagement document. It now sits alongside a full summary of all recommendations MNSI issued to trusts in the previous 12 months. This means trusts not involved in individual investigations can still benefit from the learning.
Impact
What began as a landmark first publication is now a key stakeholder engagement document. Now, each edition can build on the last to show the organisation’s progress. Published alongside a summary of the year’s recommendations, the report also helps trusts not involved in individual investigations learn from them and improve their own care.
Testimonial
“Blue Lozenge helped us put together our crucial first annual report and have supported us in subsequent years, ensuring we encapsulate the breadth and depth of our work. Our annual reports are always an extremely high-quality publication which have certainly helped us with our communications with all audiences.”
Sandy Lewis, MNSI Programme Director
