A local NHS campaign featuring comedian Dom Joly pranking the public on the streets of Horsham, Crawley and Brighton has won a national award in recognition of its impact not just in Sussex but across the country.
The ‘not QUITE an emergency’ campaign, designed to promote awareness of the free 24-hour NHS 111 helpline, won the communications category at the ‘Oscars of the Healthcare Industry’ - the Health Service Journal Value Awards – in Manchester, recently.
The campaign saw the local NHS clinical commissioning groups team up to use ‘pranking’ for the first time to share a serious message with a millennial (under 35s) audience.
It has since been adopted by over 30 hospitals, ambulance services and NHS clinical commissioning groups across the country.
It has also generated media coverage with an audience reach of 40 million people, including the broadcast of Dom Joly interviews in 15 radio and TV regions, and over 140,000 views on social media.
Shot in Horsham, Crawley and Brighton, the campaign film shows a heavily disguised Dom Joly blighted by various minor ailments that he refuses to accept aren’t worthy of being a medical emergency. Hidden cameras capture him seeking support from unsuspecting members of the public, before pretend paramedics arrive on the scene and NHS staff dressed as giant blue 1s appear walking about in the background.
The HSJ Value Awards Judging panel said: “The HSJ Value Awards judges were unanimous in their decision to award the ‘not QUITE an emergency’ campaign winner of this year’s Value in Communications category. The campaign was a stunning achievement, provided huge value for the NHS, is innovative, hugely creative and shows big things can be done on a modest budget.”
Dr Amit Bhargava, Clinical Chief Officer of Crawley CCG commented: “We are proud and delighted that this film has won an award. People often attend our local A&E departments with non-emergency conditions because they don’t know who else to turn to when their GP surgery is closed. NHS 111 is available 24 hours a day, seven days a week. It can refer people on to the Urgent Treatment Centre at Crawley Hospital, pharmacies, and out-of-hours GP services.”
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