NHS 111: Media Language Analysis (WJEC Eduqas GCSE Media Studies): Revision Note

The framing of the main image shows the background setting of an Urgent Treatment Centre (UTC)

The UTC setting in the background is consistently used across multiple campaign materials

• Only the foreground image changing and therefore connotes familiarity to the audience

The lighting and setting of the UTC, including LED downlights and clinical props, conveys a professional and trustworthy medical environment

The triangle warning sign in the bottom-right corner connotes urgency and highlights the importance of calling 111

The composition and long shot of the father sitting on his daughter’s bed emphasises family care, empathy, and trust, making the service feel approachable

We are not supposed to believe that the girls bed is actually in the UTC

• The technical combination of the two realistic settings reinforces the message that the service is easy and accessible and that using the NHS 111 service brings quality healthcare into your home

The tagline “Get to the help you need” uses the imperative “get” and direct mode of address “you”

• This is to encourage audience action and reinforce the public health message

The main body copy (text) uses simple, clear, and direct language to ensure that even audiences with low literacy can understand the message

The instructions “go online or use the NHS App” highlight the digital options available for accessing NHS 111

The typography uses a sans-serif font to increase readability and reinforce accessibility

The mise-en-scene includes props such as a reception desk, leaflet rack, wipeclean seating, clock, and signage, creating a clinical, professional, and trustworthy environment

The contrast between the daughter’s wooden bed with colourful bedding and the neutral grey UTC background highlights family care and makes NHS 111 feel approachable to parents of 5–12 year olds

The models are ordinary adults rather than celebrities, which targets everyday audiences and makes the advert relatable

• The inclusion of a model with a hearing aid demonstrates inclusivity

The colour palette consists of muted, soft colours, which evoke trust, calmness, and reliability

The advert uses NHS blue (Pantone 300) and white, which are strongly associated with NHS brand identity

• These colours help audiences recognise and trust the message quickly 

The logos for HM Government (top left) and NHS (top right) communicate authority and highlight that the campaign is for public service rather than commercial gain