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NHS England, NHS Improvement and Public Health England are kick-starting this year’s Help Us, Help You campaign by reassuring the public that the NHS is “here to see you safely” if you have a symptom that could be cancer, a maternity concern, or a routine appointment.

The new Just creative, developed by M&C Saatchi, highlights the little ‘excuses’ people use when they are reluctant to seek medical attention, such as “I’m sure it’s just nothing” or “I’ll just see how it goes”. Pointing out key cancer signs for the first phase of campaign activity, the creative encourages those who may have spotted them to “Just speak to their GP”.

In a TV spot and associated print, digital and social activity, the “Just” excuses are manifested as tattoos on the body on locations relevant to each symptom. By making the invisible visible, the creative brings to life both the physical site of the symptom and the mental barrier that’s getting in the way of having it checked out.

Narghi, Director from Missing Link Films, comments: "It was important for all of us to craft these films with care and sensitivity. We wanted to capture the quiet yet powerful emotions behind the ‘Just' barriers in an honest way. And we hope this vital message resonates with viewers and encourages anyone that needs it to get seen. Working on a big topic in a small way has meant a great deal and I'm really proud to have worked on this campaign for the NHS.”

NHS – Just

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