Mellors Reay to promote new NHS helpline

Mellors Reay & Partners launched a campaign to promote a new National Health Service telephone advice line this week.

Mellors Reay & Partners launched a campaign to promote a new

National Health Service telephone advice line this week.



Government officials say the agency has produced ’good work’ for a

pounds 250,000 local radio and newspaper push unveiled in three pilot

areas, and is expected to be retained as the service is extended

nationwide by the year 2000. The account could eventually be worth

between pounds 1 million and pounds 2 million.



In its first work since being added to the Government’s roster last

summer, Mellors Reay has created three press and radio ads encouraging

people worried about a crying baby, a persistent headache or a painful

ankle to ring the NHS direct helpline.



The three-month campaign will be backed by a leaflet drop to households

in the Milton Keynes, Preston and Newcastle areas. It may be fine-tuned

as the volume, type and duration of calls is monitored.



Romola Christopherson, director of press and publicity at the Department

of Health, said: ’This started as a small-scale job for the agency but,

unusually, it could become a high-profile one over time. The pilot

schemes will test the ads as well as the service.’



Ministers believe the 24-hour helpline, manned by nurses, could make the

NHS more efficient, getting immediate help to ’at risk’ patients while

relieving the pressure on GP surgeries and hospital accident and

emergency departments caused by non-urgent cases. Help-lines have proved

successful in the US.



Topics