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NHS: Think 111 First by M&C Saatchi

Client: NHS
Date: Dec 2020
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NHS England and NHS Improvementhave launched a major campaign which aims to encourage use of the 111 service as a means of accessing A&E. The integrated push was created in partnership with M&C Saatchi.

As part of the ongoing ‘Help Us, Help You’ activity which encourages the UK population to continue to access NHS services during the Covid-19 outbreak, “Think 111 First” aims to make it people’s first instinct to contact 111 when they think they need A&E for an urgent but not life-threatening medical need.

The campaign depicts people in precarious scenarios, frozen in time at the moment they realise they may need to go to A&E. The NHS is asking them to “think 111 first” rather than just turning up at hospital. People can now book an A&E time-slot via 111, which is particularly important as hospitals look to manage admissions and maintain social distancing.

The campaign is running across TV, VOD, out-of-home, social and digital channels. Media planning is handled by Wavemaker, and media buying is handled by OMD.

Credits

Head of Campaigns & Social Media – Phil Bastable

Senior Marketing Manager – Ben King

Campaigns Manager – Imelda McAloon

Creative agency: M&C Saatchi

Chief Creative Officer – Ben Golik

Senior Art Director – Tom Kennedy

Business Director – Angus Maclay

Account Director – Rory Gilbride

Senior Account Manager – Siri Montague

Producer – Andy Thackery

Producer – Ed Day

Production company: Merman Films

Director – Billy Pols

DOP – Rina Yang

Executive Producer – Siobhan Murphy

Producer – Clara Bennett

Editor – Govert Janse/ Marshall St Editors

Post-Production – Absolute

Post Producer – Sally Heath

Colourist – Matt Turner

Music – Massive Music

Sound – 750