NHS Wales.
It’s all part
of the service.

The Help Us Help You campaign was designed to simplify health decision-making at moments when people are unwell, uncertain or under pressure.

Rather than instructing the public what not to do, the campaign focused on building confidence in the full breadth of NHS Wales services — helping people understand that care doesn’t begin and end with a GP surgery or A&E department.

Central to this was the strapline “NHS Wales. It’s all part of the service.” The line was deliberately created to challenge a common misconception: that services such as pharmacies or NHS 111 are a lesser alternative to seeing a doctor. Instead, it reframed these services as an integral, trusted and professional part of the NHS, staffed by highly qualified people who are trained to assess, advise and diagnose minor illnesses.

This thinking was brought to life visually through portrait-led creative showing people with visible, relatable symptoms. Each portrait was framed with bold graphic devices that acted as clear visual calls to action — a place pin guiding people to their local pharmacy, a mobile phone prompting a call to NHS 111. These graphic cues didn’t sit alongside the message; they completed it, turning recognition of symptoms into an immediate, confident next step.

By pairing human imagery with intuitive visual signposting and a unifying strapline, the campaign softened the tone of traditional
NHS messaging. It avoided hierarchy and authority, replacing them with reassurance and clarity. The result was a campaign that positioned the NHS as a connected system of care — empowering people to choose the right service first time, while reinforcing that every part of NHS Wales plays a vital role in helping people get
the care they need.