During peak season all A&E departments struggle with patient numbers and waiting times. This is made significantly worse by the fact that 29,000 A&E cases a year could have been treated elsewhere.
Gloucestershire CCG wanted a hard hitting campaign that encouraged the public to think about whether A&E was the correct place to go for their ailments.
To tie in with the theme of the attention being focussed on the teddy when it should be on the little girl, all print based materials had the teddy taking centre stage, with the girl only being half shown.
Pull-up banners were created and put in all GP and hospital waiting rooms around Gloucestershire
The concept - poorly teddy, critical child
The core part of the campaign was a video that was used in all GP and hospital waiting rooms as well as social media. The concept uses a teddy to highlight typical minor ailments that people visit A&E for, with a shocking reveal that shows a critically injured child.
I was responsible for everything on this project; the concept, the script, the art direction, casting, project management and graphic design.
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