Beer mats and bus tickets are being used in a Government-sponsored
campaign to ease pressures on the National Health Service over Christmas
and the New Year break.
Young men and mothers with small children are being targeted by the
initiative, which encourages people to treat minor ailments themselves
rather than bother hard-pressed hospital casualty departments and busy
GPs. It will run under the theme ’Choose the right remedy this
Grey is producing the campaign, its first since being appointed by the
Central Office of Information to handle the pounds 1 million assignment
five months ago.
Pubs, clubs and loos are the chosen routes to get to young men, who are
regarded as the group most likely to abuse NHS facilities. A wider
audience will be reached via 22 million bus tickets, posters in
supermarkets and chemists, and national press ads.
The ads were written by Maxine Formaggi and art directed by Nick
Media buying is through MediaCom TMB.