The North West Ambulance Service faced the challenge to educate the public about when to call 999 and what can happen when they do, particularly that calling 999 does not always result in an ambulance being dispatched or a trip to hospital; there are many care options available.
Shows, such as ‘999, what’s your emergency?’, have seen growing popularity, with 56% of target audiences saying documentaries are an important source of information. We identified a key public desire to get closer to those behind the emergency services and so #Team999 was born.
We used NWAS’ key asset; its team members. A different team member was chosen each month to give a behind-the-scenes look into the different roles.
The four aspects of the #Team999 campaign:
- Create the brand
- First response – launch and awareness raising
- Surgically precise social media – develop an engaging strategy, dedicated to understanding and awareness
- Community check-ups – work within the community to raise awareness
As well as using GoPros to develop engaging ‘fly on the wall’ video content, we hosted roadshows across the North West giving the public the chance to meet #Team999, and developed media partnerships to profile each member of the team. We also created engaging social content including Vine videos, competitions and Twitter and Facebook Q&As.
“The campaign has been extremely well received and supported by our staff who asked us to invest in public education, as it helps them to deliver the right care, at the right time, in the right place.” Bob Williams, NWAS chief executive
The #Team999 campaign contributed to a 5% reduction in emergency calls and 4% fewer incidents attended during one of the busiest parts of the year - 24th to 26th December 2013 - than in the same period in 2012
83% of website referrals came from social media
Website hits increased from 11,105 to 46,527
Facebook traffic increased from 1,871 visits to 35,277
Twitter traffic increased from 628 visits to 3,267
Facebook likes increased by 148%