NHS
Utilising targeted campaigns to raise awareness of the NHS 111 phone line service.
NHS Bristol, North Somerset and South Gloucester CCG (BNSSG) found that many people were using A&E for non-emergencies, putting significant strain on services. In an effort to combat this, they wanted to increase awareness and uptake of their 111 phone line service by 10%.
Our campaign targeted vulnerable groups that might not be aware or have access to the most appropriate services: those in deprived areas, poor access to GP care, parents with small children, young adults, those living close to emergency departments or far from urgent care centres, and those without transport.
We ran focus groups with target audiences so we could understand their circumstances and create messaging that would resonate with them.
We were mindful of English not being some people’s first language, so simple language and iconography was used to maximise accessibility. The campaign was activated across digital and out of home platforms.
