The results
The animation was launched online, on social and on screens throughout the CCG’s hospitals and GP practices (to play in waiting rooms across the district). Digital copies were supplied to partner organisations local shopping centres.
The CCG’s social posts alone generated a combined reach in excess of ¼ million and were shared 1,600+ times. The combined social reach of the content was 1,606,777, having been shared by thousands of people and other healthcare organisations nationwide, including NHS Choices and NHS Confederation.
The week before the film’s launch, there were 4,787 A&E attendances; in the three weeks after launch, this decreased to 4,589 (-4.1%), 4,598 (-3.9%) and 4,696 (-1.9%), an average weekly decrease of -3.3%.
Moreover, during this period a significant year-on-year reduction in total attendances at Pontefract General Infirmary specifically was identified, despite a forecast 3% increase.
Further, Wakefield underwent a severe cold snap during this period, which would ordinarily lead to a sharp upward spike in A&E attendances. This suggests the potential impact of the animation could in fact be far greater than the data would indicate.