NHS 111: Social & Cultural Context (WJEC Eduqas GCSE Media Studies): Revision Note

Product Context: NHS 111 (2023)

• The NHS England launched the “Help Us Help You” NHS 111 campaign in December 2022

• It was created by the advertising agency M&C Saatchi London and distributed by the Department of Health and Social Care

• The purpose of the campaign was to:

  • Encourage people to use NHS 111 when they have an urgent but not life-threatening medical problem

  • Reduce pressure on emergency services by stopping people from unnecessarily calling 999 or going to A&E

  • Educate and inform people how NHS 111 works

• People can call 111, go online, or use the NHS App to get advice and be directed to the right medical service

• After COVID-19, the NHS wanted people to contact 111 first so patients could be directed to the correct service safely

Funding

• The campaign is funded by the UK government and NHS England

• It is a public health campaign, meaning it is designed to help people and provide information, not to make profit

Target Audience

• The advert is aimed at a mass adult audience because anyone might need urgent medical help

  • It is mostly aimed at those who do not know how to access 111 already

• There was also an extra focus on people:

  • Under 35

  • Parents of children aged 5–12

• To reinforce the NHS’s commitment to inclusivity it was also important to show that diverse audiences were engaged by the campaign

  • Alternative formats were included, such as British Sign Language (BSL) versions, NHS 111 BSL interpreter service, and text relay

Technology

• The advert was designed to go beyond physical posters and maximise digital platforms

• The campaign runs on digital display ads, social media, and search engines

• The written code “…go online or use the NHS App” combined with the man in the centre holding a tablet reinforces the digital nature of the advert as well as representing modern family life

• This approach also specifically appeals to the more focused target audience of young people under 35 and parents, who are more likely to use digital technology and see this as “the norm”