The Brief

Too many people choose treatment options that don’t match their symptoms, putting pressure on overstretched health services and contributing to a patient experience that falls short of expected standards. ‘Choose Well’ was designed to educate and inform users and tackle this growing problem.


In November 2013 we were appointed to develop and execute the initial Northern Ireland strand of this initiative which included:


  • 72% prompted awareness generated following the launch year of the campaign
  • 72% of respondents felt “more able to choose the appropriate medical service as a result of the advertising”
  • By March 2016, 79% of respondents indicated that they had chosen a pharmacy as a source for medical advice