By OUR PARLIAMENTARY CORRESPONDENT, campaignlive.co.uk, Friday, 19 December 1997 12:00AM
Mellors Reay & Partners has triumphed in its first pitch for
Government business since winning a place on the Central Office of
Information’s roster this summer.
The agency beat Delaney Fletcher Bozell and Leagas Shafron Davis to land
a campaign to promote a 24-hour telephone advice line run by the
National Health Service.
Initially, there will be a pounds 350,000 budget to promote three pilot
schemes in a push from next March, expected to include press and radio.
If the campaigns in Milton Keynes, Lancashire and Tyneside prove a
success, the spend could increase significantly, as the NHS Direct
hotline goes nationwide by 2000.
’We are impressed by Mellors Reay’s approach and creative ideas,’ Romola
Christopherson, director of press and publicity at the Department of
Health, said. ’We are confident it can deliver on a challenging
The helpline will be staffed by nurses, and ministers hope it will play
a key role in the ’new NHS’ they unveiled in a white paper last
The aim is to give callers practical advice when they cannot visit their
GP’s surgery or get to a hospital accident and emergency unit.
The scheme is similar to those run in the US, where phone lines have
reduced home visits by doctors and bed occupancy rates in hospitals.
Carol Reay, the Mellors Reay chief executive, said: ’This is a really
pleasing piece of COI business with which to start because the scheme is
so worthwhile. It’s incremental, has no negatives and offers people
This article was first published on campaignlive.co.uk