Think 111 first: AgencyUK launch latest NHS campaign designed to change front line consumer behavior

23rd March 2022

AgencyUK have planned and launched the latest NHS campaign designed to get people to call ‘111’ when they have non- emergency minor conditions rather than attending an emergency department.

The campaign is targeted at risk groups namely those in deprived areas, with poor access to GP care, or people with small children, young adults or older youth, who live close to emergency departments or far from urgent care centers and without access to transport.

Although national awareness of the existing ‘111 help us help you’ campaign is high (of those surveyed, 98% were aware and 72% had used 111) there is still work to do to change consumer behavior particularly in these deprived areas.

The figures in Bristol (61% used) and 80% in North Somerset and South Gloucester is lower. NHS Bristol, North Somerset and South Gloucester CCG (BNSSG) also have targets to increase these numbers by a further 10%.

Taking a direct or scolding approach is unlikely to work. Following a program of qualitative research with people in the target audience the team has developed a proposition and creative campaign that is clear and simply shows the benefits of dialing 111 through easy to understand graphics. This also helps to overcome any language barriers.

Dominic Moody, head of communications at the NHS says “The campaign is simple in encouraging people to use 111 by showing how the service provides immediate advice and guidance for those who need help right away. The graphics can be easily understood and have been brought to life in the digital and outdoor elements created by AgencyUK.”

The integrated campaign follows an ‘always on’ approach and leverages social media as well as physical out of home formats such as buses, posters and interactive display screens specifically targeted to the areas with the highest reach.

“Working with the NHS is always a privilege, and as a leading brand communications agency our team have always felt an overwhelming sense of responsibility when it comes to helping improve our national services. We’ve been pleased with the media selection and KPI’s being applied to this campaign and look forward to seeing the impact it will make. The message is clear. Think 111 first.” says Sammy Mansourpour, managing director, AgencyUK.

AgencyUK are an independent brand communications agency with 38 staff based in the UK. The company has demonstrated 200% growth over the pandemic period, largely attributed to the expansion of their healthcare portfolio. NHS is the sixth major account win for the agency in the past 12-months.

The original article can be found at