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.

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. 

Initial concept and video storyboard