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Integrated
NHS England and NHS Improvement: Think 111 First
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NHS England and NHS Improvement have launched a major new 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. A 30-second TV spot, directed by Billy Pols through Merman Films, features a series of vignettes, including a woman falling off her bike after cycling over a bump in the road, a man suffering abdominal pain, and another man looking after a sick child – all suddenly frozen in mid-air, as if time had stood still. The number 111 appears gradually on screen as a voiceover asks: “What’s your first thought? What’s the first thing you’d do? Where’s the first place you’d go?”. The ad then cuts to a shot of a 111 call centre, with a nurse and a voiceover says: “When you think you need A&E, just think 111 first. We’ll help you right away. And if you need urgent care, we’ll book you in to be seen quickly and safely. Just think 111 first.”
Client: NHS England and NHS Improvement |
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