The urgent care behaviour change campaign Advice ASAP was co-created by ICE and NHS Gloucestershire CCG to reduce inappropriate A&E attendances. By combining behavioural insight, strategic communications and integrated marketing, the work delivered rapid impact, national recognition and meaningful savings reinvested into frontline care.

A&E under major pressure

On 5 January 2015, Gloucestershire’s emergency departments declared major incidents following exceptional demand. Around 30% of attendances were for non-urgent needs, and many people weren’t sure where to go for timely, appropriate support.

Insight-led strategy rooted in real behaviour

To design an effective urgent care behaviour change campaign, ICE used behavioural insight to understand why people chose A&E. Key audience groups included:

• Parents of children aged 0–5

• Parents of 10–18-year-olds

• Adults aged 17–39

Co-creation with clinicians and local residents shaped a simple value proposition: clear, assured advice on what to do if you’re ill or injured — and exactly where to go.

The solution: An integrated campaign with digital tools

Advice ASAP combined creative public health marketing, behaviour change, and digital product design. The campaign was supported by an app and website offering:

• A service finder with geolocation, maps and directions

• Live opening hours and waiting times

• Easy-to-follow guidance on symptoms and conditions

• Short explainer videos introducing NHS urgent and community services

• Consistent, multi-channel messaging across digital, social, out-of-home and community settings

This approach brought together public health marketing, strategic communications planning, community engagement and behaviour change expertise.

Results that matter: Real shifts in behaviour

The campaign delivered rapid, measurable change:

• 8% reduction in emergency department attendances in week one

• 8% increase in community Minor Injury & Illness Unit attendances

• 13,447 fewer A&E attendances overall

• £1.5m redirected into primary care and community services

The project received the CIPR PRide Gold Award in 2016, described as:

“A clear winner… significantly changed behaviour amongst its target audience.”

What ICE offers

We deliver behaviour-led public health marketing that makes choices clear and supports people to use the right services. Our offer includes:

• Creative marketing and engagement grounded in behavioural insight

• Co-created campaigns that shift behaviour

• Digital and social engagement

• Video and content that build understanding

• Measurement and optimisation for long-term impact

“Our ASAP partnership with ICE created a striking, sustainable campaign and intuitive tools co-produced with clinicians and local people… clear signs of intended or actual behaviour change.”
Anthony Dallimore, Associate Director, Communications, NHS Gloucestershire.

The urgent care behaviour change campaign delivered for Gloucestershire shows what’s possible when behavioural insight and co-creation drive public health marketing.

Want to reduce A&E pressure and support people to choose the right care first time?

Get in touch to explore how ICE can design a behaviour change solution for your system.