Table 1. Key lessons from the BEST campaign.

Design	Use vivid events in the area of patient safety (e.g. serious incidents) to capture attention and emotional engagement
	Use vivid events in the area of patient safety (e.g. serious incidents) to capture. Use robust, credible, sensitive measures to evidence change and reduce risk of staff resistance, fatigue, complacency or disillusionment
	Select the scope of the campaign carefully. Sometimes more can be achieved by doing less
Communication	Ensure that frontline staff see the campaign as relevant to their day-to-day activities.
	Clearly explain and reinforce the rationale behind the campaign; use emotional engagement and high-quality data
	Identify elements of the campaign relevant for the entire organisation but customise where needed
	Mechanisms of Build in support for valid measurement from the start
	Set challenging goals that are realistic in terms of scope and timing
	Utilise a variety of support and enforcement mechanisms, not just one
Tempo	Avoid “campaign fatigue” by building in periods for consolidation and round-up
	Different clinical areas may be at different stages; some may require more support than others
	Look for possible unintended consequences (e.g. distraction, deterioration in areas not targeted by the campaign)