Summary

Advice ASAP was a behaviour change campaign and digital product co-created by ICE and NHS Gloucestershire CCG to reduce inappropriate A&E attendances. Using behavioural insight, strategic communications and an integrated marketing approach, the work delivered rapid impact, award recognition and significant cost savings reinvested into frontline services.

The challenge

On 5 January 2015, Gloucestershire’s emergency departments declared major incidents due to exceptional demand, with around 30% of attendances for non-urgent needs. Many citizens were unclear where to turn for timely, appropriate care.

Insight-led strategy

ICE combined audience insight and behaviour change expertise to understand the why behind urgent care choices. Key segments were parents of children aged 0–5, 10–18 and adults 17–39. Co-creation with clinicians and local people shaped a clear value proposition: assured advice on what to do if you are ill or injured, and exactly where to go.

The solution: integrated marketing plus digital tools

We designed and delivered Advice ASAP – a creative, insight-led campaign supported by an app and website.

• Service finder with geolocation, maps and directions
• Live opening hours and waiting times
• Clear guidance on conditions and symptoms
• Short explainer videos to build understanding of NHS urgent and community services
• Consistent, multi-channel communications across digital, social, out-of-home and community settings

This blended public health marketing, strategic communications planning, community engagement and behaviour change campaign design.

Results that matter

• 8% reduction in emergency department attendances in week one
• 8% increase in attendances at community Minor Injury & Illness Units
• 13,447 fewer A&E attendances overall, enabling more than £1.5m to be redirected to primary care and community services (Department of Health reference costs 2013)
• Gold Award, CIPR PRide Awards 2016, Public Sector Campaign: “A clear winner… significantly changed behaviour amongst its target audience.”

What ICE offers

Creative marketing and engagement rooted in behavioural insight; co-created campaigns that shift behaviour; digital and social engagement; content and video that make choices clear; measurement and optimisation for lasting impact.

Testimonial

“Our ASAP partnership with ICE created a striking, sustainable campaign and intuitive tools co-produced with clinicians and local people… clear signs of intended or actual behaviour change.”


ANTHONY DALLIMORE, ASSOCIATE DIRECTOR, COMMUNICATIONS, NHS GLOUCESTERSHIRE

Get in touch

Want to design an urgent care campaign that changes behaviour and reduces pressure on A&E? Get in touch to discuss how ICE can co-create a solution for your population.