Leagas Shafron ads explain ambulance priority call system

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 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

ambulance arrives.’



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

ambulance calls.



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.



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