NHS England and M&C Saatchi’s new ‘Act F.A.S.T’ campaign aims to raise public awareness of the signs of a stroke. As part of the healthcare system’s ongoing platform, Help Us, Help You’, the new multichannel campaign highlights how the symptoms of a stroke aren’t always dramatic and obvious, but a stroke is always an emergency.

The NHS is encouraging people to call 999 as soon as they suspect any one sign of a stroke, expanding understanding of what this could look like. The new work expands on a previous campaign, ‘Act F.A.S.T’, which presented an acronym aiding symptom recall; face, arms, speech, and time.

Whilst the previous work successfully raised awareness, it also conveyed the idea that symptoms are dramatic and obvious, when this is not always the case. In reality, those experiencing a stroke might have symptoms which don’t seem like much. For instance, struggling to raise an arm or to smile, and slurring speech.

The new campaign is focused on early symptoms which can lead to earlier treatment and overall improved outcomes for patients.

In the hero video, a series of everyday situations are depicted: painting a wall, watching TV, and reading to a child. Each scene depicts a more subtle stroke symptom: the inability to lift an arm, struggling to smile, and slurred speech.

The 30-second spot was directed by Tom Tagholm at Various Films and ends with the line, “Face or arm or speech, at the first sign, it’s time to call 999”, highlighting the importance of time for treatment.

Speaking on the need for the new campaign, 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”.

He continued, “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”.

Alongside the hero video, the campaign is running across TV in 15 and 10 second cutdowns, and across radio social, and print. Media planning was done by Wavemaker, and media buying MGOMD.

Ensuring accuracy in the ad, M&C Saatchi worked with NHS England’s campaigns team and the NHS National Clinical Director for Stroke Medicine, David Hargroves. Hargroves was present during the filming of the ad, to review all the stroke symptoms depicted.

Matt Lee, Executive Creative Director, M&C Saatchi UK, added: “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”.

Bringing eyes and awareness to the reality of an important medical issue, NHS England and M&C Saatchi are helping to improve outcomes for stroke patients. Emphasising the importance of time, the ‘Act F.A.S.T’ campaign redefines the parameters of purpose-led advertising to drive actionable, powerful change.