The activity will seek to increase awareness and understanding that NHS 111 makes it easier and more convenient for patients to get the treatment they need in the right place. NHS 111 can assess and direct patients to urgent treatment centres (UTCs), GPs, and consultations with a pharmacist. And, if needed, it can arrange a call back from a doctor, nurse or paramedic.
The primary audience for this campaign is all adults over 16, as anyone at any time can have an urgent care need, but the activity is upweighted for young people between the ages of 20-29 and parents of children aged 5-12 years.
The campaign will run in England across catch-up TV, radio, digital display, video streaming channels, social media and search. This will be supported with activity targeted to multicultural audiences and engagement with organisations to reach disabled audiences, with alternative formats, including British Sign Language (BSL) versions which include details of contacting 111 using the NHS 111 BSL interpreter service and text relay.