Mellors Reay lands task for health service advice line

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.

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

brief.’



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

week.



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

extra help.’



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).