NHS England and NHS Improvement has launched a major new campaign to encourage the use of the 111 service.
The ad depicts people in precarious scenarios frozen in time at the moment they realise they may need to go to A&A – such as a woman falling off her bike or a man suffering abdominal pain. But they "think 111 first" rather than just turning up at hospital.
The spot was directed by Billy Pols through Merman Films and will run across TV, video-on-demand, out-of-home, social and digital media. Wavemaker handled media planning and OMD oversaw media buying.