NEWS: O&M wins national doctors’ campaign for the Government

Ogilvy and Mather has landed a pounds 750,000 campaign to persuade patients not to call out their GPs when they do not really need a home visit.

Ogilvy and Mather has landed a pounds 750,000 campaign to persuade

patients not to call out their GPs when they do not really need a home

visit.



A heavyweight national press campaign, to begin early in March, will

warn people that asking an overworked GP to visit them could deprive a

more urgent case of vital attention.



O&M won the business without a pitch on the strength of its previous

work for the Department of Health, including the anti-drugs campaign it

lost after a review last year.



It is unusual for such a large account to be awarded without a pitch,

but O&M’s case was helped by its role as a standby agency for the

Central Office of Information.



Health officials are planning double-page spreads in tabloid newspapers

and full-page ads in the broadsheets. Local health authorities may top

up the campaign with local publicity and have been allocated a total of

pounds 200,000.



The brief asked O&M to encourage the ‘sensible use’ of family doctors.

The ads are expected to focus on over-stretched GPs. ‘We will go for the

sympathy vote,’ one Whitehall source said.



The Government promised GPs it would launch the campaign last September,

when doctors called off threatened industrial action.



Meanwhile, Simons Palmer Denton Clemmow and Johnson has won a pounds

150,000 trade press campaign, aimed at GPs, to explain Government plans

to cut their paperwork. The win follows a pitch against Duckworth Finn

Grubb Waters, Lewis Gace Bozell and Medicus DMB&B (Campaign, 19

January).



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