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Keep Emergency for emergencies campaign

The campaign, Keep Emergency for emergencies, aims to discourage Queenslanders from attending Emergency Departments (EDs) with GP-Type presentations and instead, call 13 HEALTH (13 43 25 84) if they are unsure about where to go with a health concern.

The issue

Market research shows that there is low awareness among Queenslanders, especially parents to children under 14 years, of how the 13 HEALTH service can be useful for GP-type ailments; or that the service has a directory of local GPs and pharmacies.

The campaign

The Keep Emergency for emergencies campaign targets the general population using humour to raise awareness around responsible use of the ED, by depicting some inappropriate presentations and providing alternative healthcare options such as GPs, pharmacies and the 13 HEALTH service. The GP-Type situations depicted (in-grown toenail, cold/flu symptoms and prescription requests) are actually real presentations that come into Queensland EDs.

The campaign includes TV, press, and online advertising. Stakeholders, including Queensland’s medical associations and pharmaceutical associations, were also advised of the campaign and provided with supporting materials when it had its first run in December 2014.

Target audience

Queensland adults aged 18+

Campaign resources

Press

Television advertisements

TVC 30 sec (Keep Emergency for emergencies)

Transcript: television advertisement - Keep Emergency for emergencies

Voice over:  
Doctor: Clippers!
Doctor: No, nail clippers.
BLOKE: Thanks Doc - That ingrown toenail’s really been bugging me.

Doctor 2:  Clear!
Doctor 2: Clear her nose, it’s all blocked up.
Doctor 3: Pad! Nurse: (Holding up resuscitation paddles) Paddles?
Doctor 3: No – prescription pad.

Voice over: Emergency Departments are here for one thing only – medical emergencies. Call One Three HEALTH for more information.

Authorised by the Queensland Government Brisbane.

TVC 15 sec (Keep Emergency for emergencies) |

Transcript: television advertisement - Keep Emergency for emergencies

Voice over: MUSIC/ATMOS
Doctor:  Clear!
Doctor: Her nose! Clear her nose, it’s all blocked up.

Voice over: Please don’t block up  Emergency Departments with non-emergencies. Call 13 HEALTH and a registered nurse will help you work out where to go.

Authorised by the Queensland Government Brisbane.

Last updated: 12 December 2017