THINK 111

CHANGING THE RELIANCE ON EMERGENCY SERVICES

In the latest ‘Help Us, Help You’ campaign, the NHS is asking people to “think 111 first” rather than defaulting to a trip to the hospital. The work depicts people in precarious scenarios, frozen in time at the moment they realise they may need to go to A&E. We wanted to capture that dramatic moment when something happens, and it feels like time freezes. In that moment, our instincts kick in. Where people’s first thought might currently be to go to A&E, we played on the ones in 111 to make this number the new first place to go to get the right help quickly and safely.

The campaign is running across TV, VOD, out-of-home, social and digital channels.