People don't know when to call NHS 111, and instead miscall 999. This means that ambulance resources may not be available to someone who's life is in serious danger.
999 should be used for emergencies only. An emergency is when someone needs medical help to save their life.
The perfect candidate to explain this? Mr. Bump.
Animated by Jake, VO'd by Max.
The story would be made into a physical copy too, which could be taken to NHS hospitals and schools to further educate consumers.
To extend the campaign digitally, we would want an AR feature on Snapchat, to encourage interaction with consumers. Mr. Bump would appear on a surface, wander around and bump into whatever was lying on the table.