We support businesses to become more innovative and creative organisations. This is achieved by growing their networks, developing new products or solutions, and forming effective corporate partnerships.


The Learning Disability Super League

John Hughes led the development of the Community Integrated Care Learning Disability Super League, in collaboration with Super League, the Rugby Football League and the national social care charity Community Integrated Care. With 12 major rugby league clubs creating accessible teams for people with learning disabilities and autism, and strategy, training and support from Community Integrated Care, the project is a ground-breaking model for inclusion through sport.

  • Launched at Anfield Stadium at Dacia Magic Weekend 2019, to c 60,000 supporters

  • Delivered at major Super League events and RFL festivals

  • The world’s only example of a professional sports league sharing its brand with learning disability sport

  • Backed by legends and current stars of rugby league

  • Reached 12.5m people in press within just three months, with significant viral content.

  • Featured at Parliament and shortlisted for major awards


CommaGB Director, John Hughes, supported the charity Community Integrated Care to secured sector leading partnerships with:

  • Major sporting organisations (Super League, Rugby Football League, Portsmouth FC Blackburn Rovers and Middlesbrough FC)

  • Cultural institutions (FACT, Bluecoat, Open Eye Gallery)

  • Community groups and research bodies.

These have given the charity a genuine point of difference and supported its commercial growth.



The Beat The Scrum campaign used the profile, reach and influence of rugby league stars to help educate the public on how to choose the right NHS services. The innovative campaign gained international and national acclaim from the sports and health care sectors.

With creative social media campaigns, significant media coverage, and the campaign proudly featuring on the front of Widnes Vikings’ playing kits, it provided the NHS with a fantastic platform to engage the public.

12-Month Impact:

  • 800,000+ video views

  • Extensive local, regional and national press coverage

  • Supported by rugby league legends – including Paul Sculthorpe, Jim Mills and Paul Cullen

  • Winner: Leaders In Sport 2018 Best Sponsorship (selected ahead of campaigns by NFL, NBA, LA Clippers, Manchester United and England Cricket)

  • Winner: HSJ 2018 - Best Primary Care Innovation

  • Winner: Chartered Institute of Marketing North ‘Best Digital Campaign’ and ‘Best Integrated Campaign’ awards.

  • Winner: Academy of Fab NHS Stuff – Rosa Parks Award.


The Activity Academy was an incredible event that united leading care experts and cultural organisations to explore new opportunities to support people living with dementia to lead fuller, happier lives. The project was developed with the support of UWE (University of the West Of England), Dementia Connect and FACT (Foundation for Arts and Creative Technologies)

It brought together care home staff from across the region to share best practice in delivering arts, culture and person-centred care in dementia care settings.

With contributors as varied as leading sector bodies Skills for Care and My Home Life, and cultural organisations including museums, art galleries and professional sports teams, it offered fascinating insight.


  • 100% of attendees stated the event inspired improved their understanding

  • Proven impact – improving care delivery of participants

  • FAB NHS Awards winner

  • National Dementia Care Awards nominee - Best Training Initiative

  • Featured at the 2018 International Business Festival