NHS Leicester City

The Choose Better campaign for Leicester City NHS was a campaign aimed at addressing winter pressures facing the NHS and the correct use of the Accident and Emergency unit.

NHS Leicester City, Leicestershire County and Rutland required a hard hitting advertising campaign and concept to address the use of A&E. Research showed that people were using A&E for non life threatening conditions. A concept was required to make people rethink. The misuse of their A&E was becoming a problem, as it is in many regions. The campaign needed to educate the community that there are many other excellent services and professionals equipped to deal with less serious conditions.

The Choose Better campaign reaches out to people to play their part. The Emergency Department is for serious and life threatening conditions only and many patients can be treated elsewhere.

We designed the campaign to be a no-holds barred approach to the brief and the concept was to make people understand the role of the A&E and the real possible consequences of its misuse.

Together with the NHS Leicester City Communications team, we organised a photoshoot outside the Leicester NHS A & E department with local volunteers so that the concept was as realistic and recognisable as possible.

The Choose Better campaign was launched through posters, leaflets, local press advertising, web banner ads, twitter and a website.