2021 Bronze Best Writing

Agency: M&C Saatchi

Client: NHS / Public Health England

Campaign Name: NHS 'Just'

Campaign Overview

During the pandemic, the combined power of the 'stay at home' and 'protect the NHS' messages had an unintended consequence.

The number of people presenting with symptoms of cancer dropped 60% year on year. The NHS needed to reassure people it wanted to help, and could do so safely.

Strategy

People naturally avoid bad news, even more so if Covid-19 is lurking.

Research discovered that concerns about the virus and the overstretched NHS joined a long list of reasons people don't seek help.

The campaign needed to address the deeper-set human aversion to difficult conversations and the possibility of bad news.

This insight gave rise to ‘Just’.

Creativity

The 'Just' campaign lent into all the little excuses we tell ourselves, to let ourselves off the hook.

‘It’s just nothing’. ‘Let’s wait and see.’

These self-told - but potentially life-threatening truths – were played back to the audience with a very simple call to action: Just see your doctor.

The work was crafted with care and sensitivity, in order to capture the quiet yet powerful emotions behind the 'Just' barriers in an honest way. This vital message resonated with viewers.

In a TV spot and associated print, digital and social activity, the ‘Just’excuses are manifested as tattoos on the body on locations relevant to each symptom.

By making the invisible visible, the creative brings to life both the physical site of the symptom and the mental barrier that's getting in the way of having it checked out.

Overall, the campaign encouraged people to speak to their GP if they were worried about a symptom; reminded pregnant women to attend check-ups/seek advice if they were worried about their baby; asked patients to attend routine appointments; and encouraged those with mental health issues to access NHS support.

Results

Just’ was able to successfully encourage 78% of people to keep their maternity appointments, while also encouraging another 83% of people to 'seek help immediately' if they felt there was a problem with them or their baby.

This was a big difference when compared to original insights that almost half of the public would delay or not seek medical advice, even if they needed it, and clearly highlighted the work encouraged individuals to seek help where it was necessary.

Meanwhile, after the initial campaign, 68% of people could recall key symptoms of cancer with another 92% stating they would seek help without delay.

This was followed an 8% increase in symptom awareness among the general public.

Overall, the campaign was seen by 62% of pregnant women, and reached 62% of the target audience (abdominal cancer), as well as 72% for those with general cancer signs.

The Team

M&C Saatchi - Ben Golik, Executive Creative Director - Tom Kennedy, Creative Director - Angus Maclay, Business Director - Tabby Powell-Tuck, Account Director - Siri Montague, Senior Account Manager - Andy Thackery, Producer - Andy Williams, Producer - Richard Storey, Chief Strategy Officer - Matt Brazel, Strategist

PHE - Eleanor Walsh, PHE Head of Ageing Well Marketing - Louise Brown, Campaign Lead

NHS - Phil Bastable, Head of Marketing - Ben King, Senior Campaign Manager

Contributors

Missing Link Films