National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.

The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.

A key component of the campaign is this :30–directed by Tom Tagholm of Various Films–which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”

Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”

Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”

Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s no script I’d rather be involved with–this was delicate and powerful writing.”

Tagholm added that the PSA took “a new and ballsy approach to highlight the quietness and almost mundane-ness of the symptom. There have been lots of ads here about giant signs, but the writing to me was smart in that these are symptoms that you could easily ignore as they creep up quietly on you. It was a good balance to play with–landing it hard and subtle at the same time.”

Credits

Client NHS England Agency M&C Saatchi UK Matt Lee, executive creative director; Max Lowe, Amy Parkhill, creatives; Dale Chapman, sr. film producer; Richard Storey, head of behavior change; Hannah Thomson, sr. strategist. Production Company Various Films Tom Tagholm, director; Gwilym Gwillim, producer; Michael Choudhury, production manager; Ole Bratt Birkeland, DP. Editorial Stitch Tim Hardy, editor; Maggie McDermott, edit producer. Postproduction ELMTL Studios Alasdair Patrick post producer. Color Grade Black Kite George K, colorist; Jamie McCubbin, color producer. Sound Sine Audio Phil Bolland, sound; Julian Marshall, sound producer. Voiceover Jessica Baglow

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