Case Study: NHS Wakefield CCG reduces unnecessary A&E visits with Umpf's Twelve Days of Christmas social media campaign

NHS Wakefield CCG reaches 1.6m and cuts A&E attendances 3.3% with Umpf

The NHS Wakefield CCG faced the challenge of reducing unnecessary visits to Accident & Emergency departments over the Christmas period, particularly among a hard-to-reach under-30 demographic that was putting additional strain on its services. To address this, they partnered with the vendor Umpf to create a targeted social media campaign.

Umpf developed a light-hearted animated film based on the "Twelve Days of Christmas" carol to deliver a serious message about appropriate A&E use. This solution was deployed on social media and digital screens. The campaign achieved a reach of over 1.6 million people and contributed to an average 3.3% weekly drop in A&E attendance, saving an estimated £37,000 for NHS Wakefield and earning a social media award.

NHS Wakefield CCG