Merseyside PCTs - Choose well

Thanks to an innovative social marketing campaign, 84% of people in Merseyside say they are ‘very clear’ or ‘quite clear’ about what each NHS service should be used for, and when.

The Choose well initiative addresses the fact that one in four of all visits to Accident & Emergency departments could be better treated by a different NHS service.

Producing insight, strategy, creative concept, communications and brand guidelines, Corporate Culture worked to roll the campaign out across the area.

During post-testing in Merseyside, 93% of people said that this campaign helps the NHS.

A successful regional result has seen the campaign adopted by over 20 NHS organisations across the UK.

"By combining well-crafted strategy with creative flair, Corporate Culture has helped us refresh our approach in communicating the importance of making an informed choice about NHS services during winter. The clear and effective messaging that underpins the Choose well campaign has enabled us to build strong foundations for future winter services communications."

Ben O’Brien, Assistant Director, Marketing and Communications, Knowsley Health and Social Care (Associate of the National Social Marketing Centre)

For more information, read the PDF.