Southampton City Primary Care Trust

When people get ill or injured, often their first reaction is go straight to the Emergency Department of a hospital. This is not necessarily the best course of action to take. Many injuries and illnesses can be more efficiently treated by other routes such as NHS Walk-in Centres/pharmacist/GP/self medication, or by making a simple call to NHS Direct.
 
Southampton City Primary Care Trust asked LPG to create a powerful campaign with huge creative impact to educate people about the range of NHS services available in the city and encourage them to use them more appropriately.
 
It was important that the creative treatment was simple, clear and powerful. It needed to both appeal as well as inform. The target market was very broad, - all adults in the region - so we needed to focus the key messages on the primary healthcare decision makers. These were largely female, but with a high percentage of sports men using the emergency department at the weekends.