System navigation campaign

Think which service?

  • Creative
  • Digital Marketing
  • Insight


We were briefed by the by the NHS Integrated Care System for Shropshire, Telford and Wrekin to help signpost the public to the appropriate NHS service for their needs, through an insight-led digital and creative campaign.

Our task was to explain which services were available, including how and when to use NHS 111 and local pharmacies which, in turn, would relieve some pressure on GPs and A&E departments. 


Through primary research, we learned that there was a lack of confidence in NHS 111 and, by association, other services outside of GPs and A&E.  

Our first challenge was to therefore build trust, before educating people on how to access the services they need and then, finally, showcasing the success of these services being used effectively. 

We devised a multi-faceted, integrated campaign that highlighted how easy – and quick – it is to access the services they need, using first-hand testimonials to build belief and encourage people to shift their thinking.  

Our strategy included: 

  • Website landing page​ featuring real-life success stories 
  • Paid digital campaign (Meta and digital display)​ 
  • Direct mail  
  • OOH bus advertising 
  • Podcast​ 




ad recall


grabbed their attention

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