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.
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