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
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
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