The Department of Health is promoting its controversial decision
to prioritise emergency calls to the Ambulance Service with a campaign
by Leagas Shafron Davis.
The advertising, which comprises press, radio and below-the-line work,
uses a ’cross’ theme to represent emergency medical care. Each ad then
focuses on specific elements of the new system such as ’faster
response’ and ’advice’.
One press ad depicts a shot of a blood bag and a heart monitor. The
text reads: ’Top priority. Your local ambulance service is introducing
a new system for dealing with emergency calls. When you dial 999,
trained operators will ask you a series of simple questions in order
quickly to identify top priority cases and get an ambulance to you even
faster. They are also able to give advice on what to do until the
Ministers admitted last year (Campaign, 15 November 1996) that asking
the public to make an initial diagnosis may prove difficult. The move
is part of the Government’s Citizen’s Charter drive to improve public
services. In future, ambulance control staff will screen 999 calls for
’life-threatening conditions’, which account for one in four 999
Susanna Hailstone, Leagas Shafron’s head of account management, said:
’The Ambulance Service is extremely important and highly respected. We
wanted to create a modern, forward-thinking campaign’.
The ads were art directed and written by Steve Campbell and Trevor Webb
at Leagas Shafron with photography by Stuart Redler. Media is through
Zenith Media and Leo Burnett.