The latest 'Help Us, Help You' campaign sees celebrities join forces with frontline NHS workers, in a film developed by freuds' health and behaviour change unit.
A key message is that people can be seen safely and treated by the NHS, whether they are worried about cancer, pregnant women needing check-ups, or have mental health issues, as well as just keeping routine appointments.
TV doctor Amir Khan is also a spokesperson for the campaign, which will run until next March.
The campaign is being run under the ‘Help Us, Help You’ umbrella brand, which promotes the importance of taking responsibility for your own health.
In addition to the campaign video a series of short adverts are being run on social media channels.
One features a man who has spotted some blood after going to the toilet, one depicts a woman concerned about a pain in her neck, while another shows a woman worried about a lump in her breast.
The NHS is #StillHereToHelp if you have concerning signs and symptoms that are unusual for you and that you're concerned may be cancer. Just don't wait. Just visit your GP. Just seek help. #HelpUsHelpYou to get the care you need. pic.twitter.com/Z7vZrYLuVl— SeanDuffy (@profseanduffy) October 9, 2020
The campaign has been prompted by fears that people are not going for the medical help they need, with a recent survey showing that almost half (48%) of the public would delay or not seek medical advice at all.
NHS England's medical director, Professor Stephen Powis, said during yesterday's COVID-19 briefing at Downing Street: “We also want you to help us help you stay healthy and get the care that you need... please use NHS health services if you need them for your health needs; contact your GP if you are worried about cancer symptoms, an unusual lump for example, or blood in your urine.”
'Please use NHS services if you need them for your health needs. Contact your GP if you're worried about cancer symptoms — an unusual lump for example, or blood in your urine.'@NHSEnglandNMD Prof Stephen Powis at today's briefing at @10DowningStreet. #HelpUsHelpYou pic.twitter.com/5KrzQycfTG— NHS England and NHS Improvement (@NHSEngland) October 12, 2020
Opportunities to conduct feature interviews with some of the people in the campaign film, as well as patients who have received NHS treatment during the pandemic, are being offered to long-lead titles as part of the media strategy.
M&C Saatchi developed a 'Just' creative for the campaign, to highlight excuses people often use for not going to the doctor, such as “I’m sure it’s just nothing”. The 'Just' excuses are depicted as tattoos on the body on locations relevant to each symptom.
The campaign will evolve in the coming weeks to focus on abdominal cancer symptoms and mental health issue, while awareness of lung cancer symptoms is planned for early 2021.
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