NHS Lothian Oooya! campaign takes heat off A&E
NHS Lothian has launched a low-budget integrated advertising campaign aimed at taking some of the heat off its A&E services, directing the public instead to the Minor Injuries Clinic at Edinburgh's Western General Hospital.
The campaign uses eye- and ear-catching exclamations such as 'Oooya!', 'Owwww!' and 'Arrrrrgh!' inside local buses and in radio ads to grab attention and raise awareness of the nurse-led clinic, which can treat anything up to less complex fractures.
Library posters meanwhile admonish 'NO OOOYAS!' while others are tailored to sports and health centres. Button badges for patients have also been created, which say 'I had my Oooya! treated at the Minor Injuries Clinic', with the aim of using the walking wounded to prolong the campaign by word of mouth.