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NHS commits to cut waiting time in The King's Arms campaign

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By The Drum Team, Editorial

February 9, 2009 | 2 min read

The NHS will assure people in Hull and East Riding that it is committed to cutting the waiting time for treatment in new ads created by The King's Arms.

The Manchester agency was appointed to promote the '18 week pathway' - which commits to delivering a maximum 18 week referral to treatment from the time a patient is referred to their GP - by COI Leeds on behalf of Hull Teaching PCT.

Three poster executions feature NHS staff wearing roller skates, running gear and riding a scooter and accompany the line: "We’re making sure you’re treated faster".

The ads were shot by London-based photographer Mark Leary and will initially appear as press ads, 48 sheets and bus backs in the Hull and East Riding region.

Paul Watson, the agency's creative director, said: "We’re really happy with the campaign and think we have simplified what could have been quite a long, convoluted message.”

It is the second brief The King’s Arms has picked up from the NHS, having previously created work helping young Asthma sufferers to live with the condition and lead a normal life.

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