South Central Ambulance Service (SCAS) and South Central Strategic Health Authority have created a viral campaign with Rocket Science, part of Twofour Group, to show how misusing 999 costs lives.

The project, which aims to help tackle hoax calling and inappropriate use of the ambulance service, revolves around a YouTube video, supported by an online seeding and PR plan.

Garo Berberian, executive producer, said: “Being out on the road with the ambulance service, along with an intense period of research, was absolutely paramount to the successful execution of the project. It also allowed us to realise, first hand, how incredibly hard the ambulance service works and the importance of cutting down hoax callers and inappropriate use.”

via The Drum.