NHS England Encourages You to ‘Act Fast’ in Campaign Raising Awareness of Stroke Signs

NHS England has unveiled a new 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 NHS’ previous Act FAST campaign has been hugely successful in raising awareness of the symptoms of stroke and encouraging people to call 999 if they suspect a stroke. With the (Face, Arms, Speech, Time) acronym aiding symptom recall, many people report that they would call 999 if they experienced or witnessed a stroke. However, it has set an expectation that the symptoms are dramatic and obvious. The reality is that the signs of a stroke might not seem like much; like not being able to raise your arm, or struggling to smile, or slurring when you speak. But, even if it doesn’t seem like it, any sign of a stroke is always an emergency..

This new campaign by M&C Saatchi aims to increase the early presentation of strokes, leading to earlier treatment, and improved outcomes for patients, by encouraging people to act quickly on the first sign, whether that’s in their face, arm or speech.

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

A 30-second film, directed by Tom Tagholm at Various Films, 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 spot emphasises that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”

This message is continued across the 360 campaign, with 15- and 10-second cutdowns of the TV ad, a 30-second radio spot, social films, and print activity.

Media planning is by Wavemaker, and media buying is by MGOMD.

M&C Saatchi worked closely with NHS England’s campaigns team and the NHS national clinical director for Stroke Medicine, David Hargroves, to ensure complete accuracy of the symptoms shown in the campaign. He was also present at the shoot to review all symptoms captured.

Phil Bastable, deputy director, head of marketing and Social Media Team, NHS England, said, “The new Act FAST campaign aims to raise awareness of the signs of a stroke that may be overlooked. It’s crucial to recognise that when a stroke first presents, the symptoms are not as dramatic as people might expect, but just one sign could be a medical emergency. Building on the success of our previous Act FAST campaign, which significantly increased awareness of the symptoms of strokes, this new initiative encourages the public to act without delay if they experience any one symptom.”

Jo Bacon, Group CEO, M&C Saatchi UK, added, “This campaign is a great example of how M&C Saatchi are working with the NHS to tackle some of the biggest societal challenges, showing how potentially overlooked stroke symptoms need to be acted upon quickly.

“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.

“We are incredibly proud to help build awareness of this important issue and encourage everyone to act quickly when it really counts.”

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.”

Tom Tagholm, director, concluded, “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.”