Merseyside PCTs - Choose well

As part of an innovative social marketing campaign, Merseyside PCTs created the Choose well brand.

Each section of the thermometer represents a particular NHS service.

This colour coding carries through to a range of print materials, including posters that help people connect the symptoms of illness with the service best placed to treat them.

It has helped 84% of people on Merseyside be ‘very clear’ or ‘quite clear’ about what each NHS service should be used for, and when.

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

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

"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.