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The Challenge

Welsh Government Department for Health and Social Services. Choose Well Phase 1 – Integrated Campaign. The Challenge

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The Challenge

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  1. Welsh GovernmentDepartment for Health and Social Services Choose Well Phase 1 – Integrated Campaign The Challenge To reduce the number of costly and unnecessary A&E calls and visits, which had increased in 2010, by better informing adults in certain geographical areas of the range of NHS services. The Response An integrated awareness campaign designed to help people get the best possible treatment by selecting the service that is right for them. The call-to-action was to 'select the appropriate service' or ‘call NHS Direct for advice on the most appropriate service’ Communications Channels used: COI adapted Choose Well radio ad previously used in England to be relevant to Wales 4 weeks radio spot advertising in ‘pressure point’ areas: Cardiff, Swansea, Newport, Merthyr Tydfil Real Radio’s spot advertising covered the whole of Wales, supported by Community Messaging comprising live presenter read-outs and a microsite sitting within radio station’s own main website Roadside bus shelter posters provided visual awareness throughout Newport, Swansea and Cardiff The Results 71,511 more visitors to NHS Direct website in Wales over the 5 month campaign period (32% increase) Reduction in Emergency Department Attendances with a resulting potential cost saving to the NHS of £1.75m

  2. Welsh Assembly Government – Dept for Health & Social Services Choose Well Phase 1 – PR Campaign • The Challenge • The Welsh Assembly Government engaged COI News & PR to manage the delivery of a three-week, case-study focussed PR campaign across four identified ‘pressure point’ areas of South Wales, with the aim of raising awareness of the alternative pathways to NHS care. • The Response • COI News & PR local teams worked closely with key partners such as the Wales Ambulance Service NHS Trust to identify case studies of a paramedic, GP and club doctor for Swansea City FC, a pharmacist, and a mum of two to deliver the key campaign messages to the target audiences in the identified pressure point areas. • The Results • 20 items of on-message media coverage throughout the campaign. Compelling case studies sourced from Newport, Swansea, Cardiff and Merthyr Tydfil • “Thanks for all your help with the campaign. Your assistance has been paramount in achieving the exposure we have to date, and we'd have been in a mess without you and your colleagues guidance!”Aled Brown, Unscheduled Care Performance and Policy Manager, Welsh Assembly Government

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