Masterclassing

NHS England launches multichannel campaign to drive use of its 111 online service

Tim Green

With pressure building on emergency services across the UK, NHS England has upped its efforts to make people aware of online help resources.

It has just unveiled a new campaign as part of its ongoing ‘Help Us, Help You’ communications strategy. The activity encourages patients to access the 111 online service when they have an urgent but non-life-threatening medical concern.

NHS England says a lack of understanding about the 111 online service is the biggest barrier to people using it. For this reason the campaign brings to life the idea that every click on the 111 site brings a person closer to expert help.

The campaign includes activity across radio, video-on-demand, out-of-home and social channels. It was developed in partnership with M&C Saatchi London.

Phil Bastable, Deputy Director, Campaigns and Social Media for the NHS England Communications Team, said: “To inform and educate people on the online service, it was essential to create something memorable. This new campaign employs an attention-grabbing creative concept to engage with people and encourage them to use NHS 111 online when they have an urgent but non-life-threatening medical concern.”