Insight from emergency call handlers highlighted the volume of calls received where the patient needed to be directed to an alternative service, such as their GP or 111. Complaints ranged from needing a repeat prescription to a sprained ankle and other minor injuries.
From this, our ‘Every Second Counts’ campaign concept was born.
We shot in two locations, firstly in the call centre, showing handlers stuck dealing with non-emergency enquiries and the volume of potentially life-threatening calls waiting to be answered. Secondly, we shot a home scenario showing a man suffering a cardiac arrest and his desperate wife waiting on the line as the seconds ticked by.
Split screen footage starkly highlighted the devastation caused by non-emergency 999 calls and encouraged viewers to help NWAS save more lives by thinking before they dialled.
Smoking Gun oversaw the entire production process, drafting scripts, recruiting actors and directing the shoot on the day. The video was used across social media as part of a targeted ad campaign and sat front and centre on the NWAS homepage.