111 Awareness – Behaviour Change Campaign.
NHS Wales wanted to run a campaign to increase awareness of the Call 111 service to ultimately encourage people with less urgent medical concerns to call for advice rather than call 999 or attend accident and emergency departments.
Client: NHS Bristol, North Somerset, and South Gloucestershire Commissioning Group (Bristol CCG)
Disciplines: Behaviour Change Science, Radio, Media Planning & Buying, Digital.
We were tasked with increasing the visibility of NHS 111 call centre services whilst achieving deeper engagement with the potential audience to drive behaviour adoption. When the UK entered its 3rd national lockdown in January 2021, Ubiquity were tasked to create and deliver a radio campaign to encourage the use of the 111 emergency call centres rather than visiting the hospital A&E services. This was to aid the NHS, which at the time was massively under pressure due to the increased levels of Coronavirus presenting in hospitals. The campaign was specifically aimed at BAME audiences but was also appropriate for the wider populous across the Bristol CCG area.
Using our knowledge of local and regional media, we demonstrated our understanding of the geographical area and the nuances therein, and the brief was very specific to the Bristol CCG local health authority boundary. We targeted family-orientated men and women between 20—44 years of age, within a specific radius of hospitals in the Bristol, North Somerset, and Gloucester areas. We recommended Out of Home Advertising – six sheets on key roads in the area and petrol nozzles as they have a long dwell time. We manged and booked an extensive radio advertising campaign, considered digital UBQD and sponsorship on the radio stations. To support the wider marketing activity, we also ran a highly targeted campaign on Facebook to engage parents and family orientated people in the specified areas. Owed to the urgency of the situation in hospitals, turnaround for delivering this campaign was short; only 48 hours.
In spite of the turnaround time, we managed to ensure 100% delivery of the radio campaigns achieving a reach of 1,538,045. As for the supplementary social media element of the campaign, this managed to achieve:
- 350,000 impressions
- 44,000 reach
- 1,669 post engagements