Changing behaviour in Devon’s A&Es

Research we held in Devon informed a regional campaign to help people make better service decisions as part of the national NHS Choose Well initiative. We got together with local people and NHS staff to find out what made choosing the right service so complicated, and ran surveys across the region to give us the depth and quantity of information we needed to clear up the confusion.

Our behaviour change campaign launched across Devon and challenged the decisions people were making about where to get help for their ailments. Illustrated characters from weird folklore explained when you should go to your doctor, pharmacist or A&E (and when not to) by talking to people – especially 18 to 30s – at targeted moments in their route to care.

A&E admissions were a big topic for the NHS and the media in 2013. But where other emergency departments across the UK were reaching crisis point with more and more people wrongly using A&E, the Devon hospitals backing the campaign stayed stable. It was even cited on a Channel 4 News report as an important element in solving the A&E problems for one major hospital.

  • Date: 19/09/12
  • Client: NHS Devon, Plymouth and Torbay

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