At CommaGB, we support businesses to develop new products or services that give them a genuine point-of-difference in their marketplace. This includes:

  • Supporting the development of new cutting edge care health and social care services

  • Assisting in the creation of products or events

  • Creating new brands and campaigns

Key to these successes are our skills at forming effective corporate partnerships and delivering true community engagement.



John Hughes played a key role in the development of Communtity Integrated Care’s EachStep Blackburn service. This £5m specialist dementia care service provides specialist, residential, nursing and end of life care, applying leading person-centred approaches.

John developed the community engagement strategy for the service, enabling it to form thriving partnerships with local community groups, colleges and even the local football team – Blackburn Rovers.


  • Winner: Best Care Home Award at the National Dementia Care Awards…

  • Shortlisted: Best Community Relations strategy by the Chartered Institute of PR

  • Recognition from care sector leaders.


Hold was a six-month project that saw the leading interactive arts collective, Invisible Flock, explore the impact that touch can have in promoting stimulation and emotional connection in dementia care. John Hughes supported this project, assisting the artists to collaborate with the charity Community Integrated Care.

The insight from the research led to the development of an augmented, interactive photo album that has personal memorable photographs and videos digitally projected onto it.

 This was exhibited at FACT (Foundation for Arts and Creative Technology) in Liverpool and has the potential to be brought to market.


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.

  • Academy of Fab NHS Stuff – Rosa Parks Award winner.