Content Creation Agency
PR & Reputation Management Company
objectives
WINNER OF PROLIFIC NORTH BEST PR CAMPAIGN
The North West Ambulance Service (NWAS) needed rescuing from an overwhelming number of non-emergency 999 calls, which would in turn free up resources for the busy winter period. A consumer public relations campaign was the only was to take this issue on head first, before the campaign started , 37% of inbound calls were from patients who could have been treated in another way.
we were asked to
Raise awareness among the public about how and when to use the North West Ambulance Service
Actively decrease the number of 999 calls received during winter
Our targets were:
10 pieces of online coverage
4 pieces of print coverage
90% coverage containing key messaging
95,000 video views
180,000 social reach
strategy
Inspired by Channel 4’s groundbreaking ‘Complaints Welcome’ ad, we created unique video content that mixed serious messaging with comedy value using real 999 calls.
This involved storyboarding concept, script writing, organising studio space, actors and props and overseeing production on the day of filming
3 versions of the clip were made — an edit for social, media and then a b-roll
A web page was built as a hub for the campaign
A press release, including video embed and link to web page, was drafted and issued to key print and digital regional titles
NWAS took advice from our team on timings for go-live, allowing for impact ahead of the busiest period for 999 calls (pre-Christmas)
Major regional broadcasters were pulled in for interview opportunities to highlight both the problem and the campaign
pieces of national online coverage, including Metro and MSN News
pieces of regional online coverage, featuring key titles such as MEN
national print hits including the i and The Sun
regional print hits including Lancashire Evening Post
of coverage contained core messaging, 11% included backlink to web page
Broadcast spots on BBC North West Tonight and ITV Granada — reaching over 1.8million viewers — and radio outlets such as Heart and Revolution 96.2 FM
Total potential reach of media coverage
video views
social media reach
Organic web traffic increase
drop in non-urgent 999 calls YoY
Why stop at global stardom and incredible sales? When our clients work with us, they get the silverware to boot. We’re not into tooting our own horns, but the awards we’ve won with our clients are too good to miss…
amec Awards Winner
Excellence Awards Winner
PR moment.com awards winner
PR Week Top 150
Pride Awards Gold Winner
UK Social Media Communications Awards
Prolific North
Creative Moment
NDA 2023