NHS Direct seeks agency to promote helpline

NHS Direct, the health advice service, has shortlisted St Luke’s and Experience, WCRS and Carat, and Abbott Mead Vickers.BBDO and PHD to pitch for its advertising and planning accounts ahead of a £2m campaign to promote it telephone helpline.

The campaign, which is due to break later this year, aims to raise awareness of the service and to help people understand the differences between the service it over the phone compared to its digital and interactive services.

Ronnette Lucraft, commercial director, says: “For the last couple of years we have proactively encouraged patients to try our “self-service” channels first before using the telephone. Now there is increased awareness and use of our website and digital TV services, it is time to remind patients what is available over the phone.”

NHS Direct is available 24-hours and handles 6.5m calls a year.