From home to help

NHS England has launched a new multichannel campaign to drive more people to use its 111 online service, as part of its ongoing ‘Help Us, Help You’ communications strategy. The push was developed in partnership with M&C Saatchi London.

The new campaign aims to drive more people to use NHS 111 online as an alternative to A&E. It seeks to encourage patients to access the 111 online service when they have an urgent but non-life-threatening medical concern.

A lack of understanding about the 111 online service is the biggest barrier to people using it, so the push aims to educate and inform people, showcasing how the service can be used and for what ailments, along with explaining the triage process it provides to get you the help you need.

The campaign brings to life the idea that every click on the 111 site brings you closer to expert help. This is dramatised in a warm, playful, 30-second TV spot called “From home to help”, directed by That Jam at EYELINE, which imagines people who are using the service being whisked out of their front doors still on their sofas or in bed, tapping their way through the streets dressed in their dressing gowns and whizzing along towards the help they need.

The ad features a specially created music track, “CARE FOR YOU”, which reflects the reassuring tone of the campaign.