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Content Creation Agency

PR & Reputation Management Company

Once Upon A Call – 999 behaviour change for North west ambulance service

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

results

15%

drop in non-urgent 999 calls YoY

1.1 million

1.8million viewers

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

8

pieces of national online coverage, including the i,  The Sun, Metro and MSN News

44

pieces of regional coverage, featuring key titles such as MEN and Lancashire Evening Post

93%

of coverage contained core messaging, 11% included backlink to web page

588,362,064

Total potential reach of media coverage

606,000

video views

18% YOY

Organic web traffic increase

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