TODAY IN A&E: A NEW APPROACH TO WINTER CAMPAIGNS
LOCAL. TIMELY. HUMAN. A LIVE DIGITAL WINTER ENGAGEMENT CAMPAIGN THAT CHANGES BEHAVIOUR.
Urgent and emergency care pressures are now constant, with winter bringing predictable spikes driven by flu, RSV, and other respiratory illness. Traditional winter campaigns - generic, static, centrally produced - struggle to influence behaviour at a local level. They often reinforce A&E as an option, lack human context, and provide limited insight into what people actually experience when trying to get help.
Open Voice Lab proposes a new model: a two-week, live, local, same-day digital engagement campaign filmed directly inside a Trust’s urgent care system. Each day (or every two days, depending on package), we capture short form video featuring clinicians and staff explaining what is happening in A&E that day, highlighting avoidable attendances, and offering clear, practical alternatives. Content is edited and published the same day, making it timely, human and relevant.
This is not your usual communications campaign - it is an engagement campaign.
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Our proposition
Open Voice Lab will deliver a two-week digital engagement campaign embedded directly in your urgent care setting.
Open Voice Lab proposes a new model: a two-week, live, local, same-day digital engagement campaign filmed directly inside a Trust’s urgent care system. Each day (or every two days, depending on package), we capture short form video featuring clinicians and staff explaining what is happening in A&E that day, highlighting avoidable attendances, and offering clear, practical alternatives. Content is edited and published the same day, making it timely, human and relevant.
The campaign reduces burden on overstretched comms teams, provides measurable digital and behavioural insight, creates evergreen content, and can be paired with optional add-ons such as a signposting webpage, a pre-campaign trailer, extended filming across community services, and follow-up engagement to gather real stories.
What deliver:
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Short vertical videos filmed inside A&E/urgent care.
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Same-day editing and publishing on Trust channels.
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Real examples and clear alternatives based on that day’s attendances.
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Local clinicians and staff explaining what’s happening and what the public can do.
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Comment monitoring and engagement, feeding insight back to the Trust.
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Evergreen content created from captured soundbites for future use.
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Transparent pricing with a number of potential add-ons that will add additional value.
Practical, human and non-judgemental - helping people make better choices.
Engagement-led
This campaign is as much about listening as it is about broadcasting.
We encourage, monitor and respond to comments on behalf of the trust and gather real-world insight into people’s experiences of accessing care, and produce a final report summarising themes, misconceptions, barriers and opportunities.
What we offer:
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Respond to comments and questions.
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Capture themes, misconceptions and barriers.
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Identify what people struggle with when trying to access care.
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Feed this insight back into urgent care boards and winter planning.
A Winter Access Insight Report
At the end you will get a report summarising:
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Respond to comments and questions.
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Capture themes, misconceptions and barriers.
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Identify what people struggle with when trying to access care.
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Feed this insight back into urgent care boards and winter planning.
The difference
For trusts that want to make a difference..
We all remember Choose Well and the thermometer. The imagery has changed, the methods have not.
Traditional campaigns are:
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Generic
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Slow
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Detached
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Over-polished
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Hard to measure
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Often ignored
"Today in A&E" is:
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Live – filmed and published the same day.
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Local – featuring your clinicians, your services, your reality.
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Human – honest, practical, relatable.
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Engagement-led – listening, responding, learning.
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Insight-rich – real stories, real barriers, real behaviour.
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Low burden – we do the work.
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Flexible – modular building blocks.
Measurement
We believe we will make a difference. We want to be accountable.
Unlike normal campaign partners, we want to make sure the dial moves. We will agree metrics with you.
Potential metrics:
Objective | SMART | Measurement | Data source |
|---|---|---|---|
Increase public understanding of urgent care alternatives | 20% increase in clicks to signposting webpage or service finder during campaign period | Link clicks, page views | Social analytics, webpage analytics |
Improve public confidence in choosing the right service | Achieve 3–5% average engagement rate across campaign | Engagement rate, video completion rate, sentiment | Social analytics, comment analysis |
Reduce avoidable attendances for selected minor conditions | Measurable reduction in attendances for 2–3 agreed minor conditions | Attendance patterns (compared to same period last year) | Trust data |
Provide actionable insight to health systems | Deliver an Insight Report | Report delivered, recommendations provided | Digital analytics, comment themes, story collection |
Increase visibility of local alternatives to A&E | Reach 50,000–100,000 local residents across campaign content | Reach, impressions | Social analytics |
Improve public clarity on “what to do today” | Generate 500–1,000 visits to the signposting webpage | Page views, time on page | Web analytics |
Strengthen trust through human, local messaging | Achieve positive sentiment in more than 50% of comments | Sentiment analysis | Comment review |
Capture real public experiences to inform UEC improvement (*optional extra) | Collect 10 anonymised patient stories about navigating urgent care | Number of stories gathered, themes | Comment follow‑up, DMs, short interviews |
Why Open Voice Lab?
We have experience. We have planned and delivered winter campaigns and delivered engagement work directly inside urgent care settings, including:
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Filming inside A&E and UTCs.
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Capturing real staff experiences and patient journeys.
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Producing content that builds trust and humanises urgent care.
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Supporting comms teams with rapid-turnaround content.
We understand the environment, the pressures, and the sensitivities involved. We can make it easier for your already stretched teams.