NEWS: Leagas Shafron will take on emergency calls shake-up task

Leagas Shafron Davis has been appointed by the Department of Health to promote a new call prioritisation system for the ambulance service after a three-way pitch (Campaign, 15 November).

Leagas Shafron Davis has been appointed by the Department of Health to

promote a new call prioritisation system for the ambulance service after

a three-way pitch (Campaign, 15 November).



The campaign will inform the public about the new system, which involves

prioritising calls as they come in to the ambulance service.



Crews will aim to respond to a category of ‘immediately life-threatening’ calls within eight minutes, rather than the current targets

of up to 19 minutes. Life-threatening problems currently account for

about one in four 999 ambulance calls.



The agency beat Ogilvy and Mather and Simons Palmer Clemmow Johnson to

win the business, which has an initial planned spend of pounds 500,000.



Leagas Shafron has created a campaign, currently in research, that is

expected to be unveiled early in the new year. It is likely to include

press and radio.



Mike Davis, the agency’s managing director, said: ‘It was a tricky brief

to crack, because any changes in the health services and emergency

systems are very important and give rise to strong emotional reactions.’



Leagas Shafron has worked for the COI since 1992, and also works for the

Home Office and the Inland Revenue as well as the Ambulance Service. The

agency has created successful campaigns to combat car crime, and to

promote the recruitment of special constables.



Its most recent work was for the Inland Revenue, for which it created a

cartoon taxman to raise awareness of the launch of the new self-

assessment tax scheme.



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