NHS: NHS 111 by m&c saatchi

The National Health Service (NHS) has unveiled a comical campaign in a bid to increase 111 use. This is M&C Saatchi's first campaign for the NHS.

The campaign aims to get millions more people using NHS 111, which is a free phone line for urgent healthcare needs.

To raise awareness to the crucial service, the work comically features a man working himself up as he self-diagnoses his stomach pain.

As he sits painfully clutching his stomach, a scrubbed up version of himself bursts through the living room door, proceeding towards the fish tank to wash his hands, while proclaiming "this is bad, something is not right."

As the heightened version of readies himself for an examination, the laid back GP version perches next to our stomach pain sufferer, cooly telling him to: "stop panicking, it's probably nothing... we don't want to waste anybody's time."

In steps our internet surfer, googling the symptoms online, who agitates the scene, babbling: "hang on, according to this forum it could be indigestion... Or an exploding appendix."

As the three medical versions of himself debate over his symptoms, our protagonist works himself up until he finally gives 111 a call - demonstrating that it's better to be sure than ignore a health problem that's causing you anxiety.