The video for a campaign aimed at reducing the number of people going to Blackpool Victoria Hospital’s A&E has scooped a top accolade at an awards night celebrating film excellence in health.

The ‘Think! Why A&E?’ campaign video – which features a cover of The Village People’s ‘YMCA’ and explains where people should go when experiencing certain symptoms – was launched in April to help promote the campaign which has been ongoing for the past 12 months.

And during a glittering awards ceremony in Manchester, the film was named ‘Most Original Concept’ at the inaugural Haelo Film Festival.

‘Think! Why A&E?’ was launched jointly by NHS Fylde and Wyre and NHS Blackpool Clinical Commissioning Groups (CCGs) and Blackpool Teaching Hospitals NHS Foundation Trust last November.

The clinical chief officers of the two CCGs, Dr Tony Naughton and Dr Amanda Doyle, and the chief executive of the Hospitals Trust, Gary Docherty, said they were delighted at the national recognition of how well partners work together on the Fylde Coast.

In a joint statement, they said: “I am absolutely thrilled that this innovative campaign video has been recognised in this way.

“The video is superb and has really helped us to spread the message of Think! Why A&E? over the past year.

“We have had lots of positive feedback from people who saw the video at Blackpool Illuminations and, with more than 7,500 views online, we have definitely made an impact.”

The film was produced by 2am Media, based in Fleetwood Road just outside Wesham, and managing director Pete Stubbs said he was delighted it had won the award.

“It is fantastic recognition of the creativity that was applied to this campaign. I am really proud of my team for delivering another successful campaign that works.

“This campaign is also testimony to my clients at the NHS for sharing the vision and allowing us to be creative. We hope this can be rolled out and shared nationwide for the public to benefit from.”

 The Haelo Film Festival is a national event bringing together like-minded people to celebrate film excellence in health and healthcare.

At the heart of the festival are the Haelo Film Festival Awards, with four categories encouraging entries from all across the country across four categories – ‘User Generated Content’, ‘Commission’, ‘Young Filmmaker’ and ‘Original Concept’.


  • For more information on the Haelo Film Festival, visit
  • NHS Fylde and Wyre Clinical Commissioning Group (CCG) is the organisation responsible for planning and buying health services in the area to meet patients’ needs. This is known as ‘commissioning’.
  • Led by family doctors (GPs), the CCG currently serves a population of 152,000 people across approximately 320 sq km of coast and countryside. The majority live in the urban towns of Fleetwood, Thornton, Poulton-le-Fylde, Kirkham and Lytham St Annes, but a significant proportion live in rural villages.
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