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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.”
Other credits

Client: NHS England and NHS Improvement

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

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