Widnes Vikings Beat the Scrum with NHS Halton Clinical Commissioning Group

It’s been an exciting couple of weeks here at Jack All HQ as we’ve been watching the Widnes Vikings Beat the Scrum events unfold. It’s been a whirlwind of national attention and regional acclaim after the Vikings squad teamed up with NHS Halton Clinical Commissioning Group to create a unique series of videos to creatively educate and engage National Health Service users. Jack-All Productions are super proud to have been a part of such a successful campaign. 


The campaign was designed to alleviate pressure on some of the NHS’ most vital services including the notoriously overloaded Accident & Emergency department. The dynamic duo aimed to raise awareness on how to make the right choices when accessing NHS services so patients feel more able to pinpoint specific departments for their individual requirements.

The innovative campaign manifested as around 20 short features and received more than 100,000 views in just three weeks. The videos saw the Widnes Vikings players gatecrash Whiston Hospital’s A&E department in a bid to encourage views to ‘beat the scrum’. Vikings Head Coach, Denis Betts also got involved to give players an on-screen lowdown on the ‘playing formation’ of the Halton’s NHS service. e Halton’s NHS service. 

As well as being featured on local radio stations and newspapers, the feature was also aired on BBC North West Tonight and Sky Sports on Demand last week. (Let us know if you saw it by tweeting us @JackAllTV and don’t forget to tag in @WidnesRL!) The campaign came to a conclusion at the Betfred Super League game against Leigh Centurions last week where NHS staff from across local health service departments waved the official match day flags and took part in an awesome half-time lap of honour. 

Widnes Vikings CEO, James Rule said: "The Vikings are very proud of this campaign and the impact that it has had. This is just one example of the uniquely creative approach that we take at the Vikings and the impact that we can make locally. "

General Manager, Ian Willett said: "Using the brand and reach of Widnes Vikings, the videos have been particularly useful in promoting the Widnes Urgent Care Centre services to Widnes Vikings’ supporters, whom makeup a significant proportion of the local population. This serves to maximise awareness of the facilities available. "

So it’s pretty safe to say the Vikings squad did a sterling job – they’ve even got an impressive Pick of the Week accolade from the Academy of Fabulous NHS Stuff which champions all things innovation within the National Health Service under their belts and will be attended the award ceremony at the London O2 Arena later this year. 

Good luck from everybody here at Jack-All Productions!

Words by Stephanie Whalley – find her blog here