NHS 111 - Context
Media Studies: Eduqas GCSE, topic 2.6.1
NHS 111
The NHS 111 - “Help Us Help You” advertisement is a public health campaign by NHS England.
What is the Campaign?
- “Help Us Help You” is a national NHS campaign launched in December 2022.
- Created for NHS England by M&C Saatchi London.
- Distributed by the UK Government’s Department of Health and Social Care.
- Funded by NHS England and HM Government.
- The purpose of the campaign is to encourage the public to use NHS 111 for urgent but not life-threatening medical needs.
Why the campaign exists
- Many people visit Accident & Emergency unnecessarily, causing pressure on hospitals.
- The campaign aims to:
- Reduce overcrowding in emergency departments
- Educate people about NHS 111 as a quick, reliable alternative
- Promote use of digital healthcare tools (NHS App, online services)
Target audience
- The campaign's main audience is all adults in England (anyone might need urgent care).
- The specific focus:
- Young adults under 35 – more likely to use digital tools
- Parents of children aged 5 - 12 – frequent users of NHS advice lines
- The audience's needs include:
- Quick, reliable health information
- Reassurance that 111 can help without needing A&E
Economic context
- The campaign is funded entirely by public money (taxpayer-funded).
- The campaign has no commercial aim – it is a public service advertisement (PSA) that promotes behavioural change.
- It supports the economic efficiency of the NHS by reducing strain on emergency care.
- This partnership shows the collaboration between the government, media industries, and advertising agencies to reach the public effectively.
Social & cultural context
- The campaign reflects modern Britain’s healthcare challenges:
- Overcrowded A&E departments
- Need for self-responsibility in healthcare
- Growing digital literacy (online access to NHS 111)
- It promotes values of care, responsibility, and community.
- It encourages trust in public institutions like the NHS.
Test yourself on NHS 111 - Context
What is the main purpose of the NHS 111 “Help Us Help You” campaign?
What are the aims of the NHS 111 campaign?
What type of advertisement is the NHS 111 campaign?