BRIEF

NHS needed to raise awareness of services outside of A&E where patients can get help in order to alleviate pressure on A&E services in the run up to winter 2025.

The brief was to highlight use cases of pharmacies, online GP access, the NHS app and 111.

CREATIVE

Atomized Studios created a series of short scenes shot in the style of fly-on-the-wall show 24hrs in A&E, utilising actors re-enacting real-life scenarios utilising the services.

Combined with a scripted voiceover, we created a mini-rig show featuring characters from all over the UK.

Scenarios included a man visiting a pharmacy with an infected insect bite, a woman who’s lost her voice contacting her GP online, a woman waking in the middle of the night with serious cramps in her leg calling 111, and a Crohn’s disease influencer ordering his repeat prescriptions through the NHS App.

IMPACT

Communicating a complex and nuanced message in a fun and informal way, allowing the viewer to be in on the joke, the campaign gained healthy media coverage on Good Morning Britain, The Daily Telegraph, BBC News and many others with the shorts performing well across NHS socials.