Spirit launches Dom Joly-fronted campaign to promote NHS 111 service

Spirit has launched a new campaign to help raise awareness of the NHS 111 non-emergency helpline service.

The agency has enlisted the help of comedian and prankster Dom Joly, star of Trigger Happy TV, to star in a video showing him playing tricks on members of the public with the overall aim of educating the public on the NHS 111 service.

Spirit has launched the campaign to coincide with the lead-up to Christmas, which is typically one of the busiest times of the year for NHS accident and emergency departments. It will run until March 2016.

This is the second campaign the agency has created for the NHS and is designed to address a lack of awareness about the NHS 111 helpline among the British public. It is hoped that this will encourage use of the service and reduce the number of visits to emergency departments for non-urgent health issues.

Matt Campion, creative director at Spirit, said: "We know that the millennial generation love comedy and that pranking is one of the most watched forms of content online. So we had to create something that people would talk about and share organically."