NHS Nottingham City Clinical Commissioning Group has launched a publicity campaign via Out Of Home International, adopting the use of 48-sheet billboards around Nottingham City in support of its ‘Where should you be?’ campaign. Intending to minimise unnecessary use of doctors’ time at A&E, the adverts are a helpful device to leave the public better informed. Running for a four-month period, the employment of outdoor advertising will enable NHS Nottingham City Clinical Commissioning Group to communicate their message over a high-impact format.
The advert was originally created for NHS Leicester City and has been adapted for use in Nottingham City. The design is split between the image of a hospital queue, featuring patients who have incorrectly resorted to the Emergency Department, and a conspicuous red background fronted by strong white lettering which clearly communicates the billboard’s message: “A&E at the hospital is only for emergencies”. Using colourful text boxes and arrows, the graphic informs the public of each citizen’s ailment and the correct option they should have selected, ending the line with the grave image of a funeral wreath as a clear message that A&E is strictly for emergency cases.
As NHS Nottingham City Clinical Commissioning Group is responsible for commissioning the healthcare for a population of 345,000, they are eager to ensure that NHS services in the City are both efficient and cost-effective. The NHS across the country is enthusiastic about communicating to the public why they should refrain from clogging up A&E departments with minor issues. With the winter season kicking in, illness is likely to elevate and thus generate additional pressure on the NHS. The use of outdoor advertising from Out Of Home International gives NHS Nottingham City Clinical Commissioning Group a broad-reaching effect on the public, with large-scale graphics visible to everyone who steps past their front door.