North of England Commissioning Support Unit

Our client NECSU asked us to help support the delivery of their ‘Plasticine People’ campaign and manage patient flow in surge periods for frontline health services.

The plasticine people campaign was developed to raise awareness in the most effective way to influence people’s decisions about best use of health services, and significantly change use of urgent care services across the North East and North Cumbria in order to improve patient flow across the full regional system.

A series of plasticine characters were developed to help highlight a variety of common illnesses or preventable health issues which could be self-treated to help guide the best use of urgent care/A&E/NHS 111.

Our team helped to reach and engage with a wide reaching audience in the North East and North Cumbria through a variety of different channels. This included:

  • Paid and Organic Social media outreach
  • Social Media Influencers
  • Online advertising via Search Engines and Regional News titles
  • Spotify
  • Radio Advertising
  • Cinema Ticket Advertising
  • Public Events (Sunderland Airshow)

We also held a number of GP engagement session with various medical centres in the North East of England to evaluate the visibility of the campaign and directly promote campaign resources with visiting patients.


  • Advertising strategy
  • Media buying
  • Social media marketing
  • Influencer marketing
  • Google Pay-per-click

NHS – North of England Commissioning Support Unit

Education Partnership Trust