NHS England has today (22 December) launched a new integrated campaign to encourage more people to use its online 111 service as part of its overarching ‘Help Us, Help You’ communications strategy.
Developed in partnership with creative agency M&C Saatchi London, the campaign’s primary aim will be to drive greater use of the 111 platform in order to relieve pressures on A&E departments around the country at a time of intense strain.
The health service’s current advice urges people suffering from an urgent but non-life-threatening medical issue to contact 111, amid concerns that the wider public lack a concrete understand of the service and what it offers.
“This campaign is part of our continued efforts to drive more people to NHS 111 to access alternative services to A&E, this time with a particular focus on encouraging people to use 111 online,” NHS England head of marketing, Phile Bastable said.
“To inform and educate people on the online service, it was essential to create something memorable. This new campaign employs an attention-grabbing creative concept to engage with people and encourage them to use NHS 111 online when they have an urgent but non-life-threatening medical concern.”
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Spearheaded by a heartwarming 40-second spot, the ad playfully imagines people whizzing around in their beds and armchairs getting all the help they need from their tablets, phone or laptops without leaving the comfort of their homes.
M&C Saatchi London creative partner, Guy Bradbury added: “The 111 online service is incredibly simple and easy to use. And helps get those who are feeling unwell to the help they need.
“To bring this to life we wanted to show just how quickly the online triage service works. Whisking people to the right help with just a few simple steps and lots of warmth. Which is exactly what you need when you feel unwell.”
