NHS 111 - Narrative
Media Studies: Eduqas GCSE, topic 2.6.2
NHS 111 - Narrative
The NHS 111 service helps reduce pressure on A&E and 999. The 2022–2023 campaign was designed to educate the public on when and how to use NHS 111.
Dominant image
- The campaign cover shows a long shot of a father and his sick daughter in an NHS Urgent Treatment Centre (UTC).
- The models are ordinary people, not celebrities.
- This helps the audience identify with them.
- The father’s slippers, grey top, and jeans, plus the daughter’s stripy pyjamas and fairy lights, create familiarity and realism.
- These choices make the scene feel like a typical British family (caring, relatable, and genuine).
Narrative theory
- The father’s concerned face and protective arm show care and responsibility.
- The daughter’s neutral face and position in bed suggest she feels unwell.
- The father can be seen as the “hero” on a quest to find help.
- The advert frames the NHS as the hero’s “helper” or ally – reliable and guiding him to the right care through the 111 service.
- This links to Vladimir Propp’s narrative theory, where different characters have specific roles.
Setting and props
- The UTC background features typical props:
- Reception desk and leaflet rack
- Waiting room seating
- Clock and signage
- These anchor the setting in reality and create a professional, clinical feel.
- The contrast between the grey UTC walls and the colourful bed highlights the warmth of family care.
Typography and tagline
- The main tagline, "Get to the help you need", uses imperative language (“Get”) and direct address (“you”) to call for action.
- The sans-serif font is clear, modern, and easy to read – ideal for accessibility.
- The body copy uses simple, clear language for all literacy levels.
- This ensures the campaign can inform and educate everyone equally.
Brand identity
- NHS Blue (Pantone 300) is used throughout: logo, text, signage.
- Blue and white connote trust, calm, and professionalism, while the muted tones create a sense of reliability and care.
- The top left contains the “HM Government” logo.
- The top right contains the “NHS” logo.
- This shows the advert is official, not commercial.
- All these features link the advert to the NHS and reinforce the message.
Digital and technological
- The advertisement also shows the father using a tablet, linking to the written code: “Go online or use the NHS App.”
- The campaign ran across social media, search engines, and digital displays.
- It reinforces that NHS 111 is a modern, tech-friendly service.
Test yourself on NHS 111 - Narrative
Why are the models in the advert ordinary people rather than celebrities?