The ongoing coronavirus crisis has changed many aspects of consumers’ lives. It has placed restrictions on freedom, human contact and, perhaps most damagingly, on accessing vital services such as those offered by the NHS.

A new survey from the NHS revealed that 48% of the public would delay or not seek medical advice at all in the wake of the crisis. A fifth said this was because they did not want to burden the NHS.

A new campaign from M&C Saatchi aims to reassure the public that should they need its services, the NHS is “here to see you safely.” Whether that’s a routine appointment, cancer, a maternity or mental health concern, NHS England, NHS Improvement and Public Health England want to ‘Help Us, Help You.’

The campaign is centred around the idea of ‘just’, of those small excuses that make a problem easy to ignore. The creative makes the invisible visible through tattoos on people’s bodies, bringing to life both the physical condition itself and the mental barrier that stands in the way of having it checked out.

Phil Bastable, Head of Campaigns and Social Media at NHS England and NHS Improvement, explained: “The way the public came together earlier this year to show support for NHS staff, care workers and key workers was incredible, but many people have continued to avoid seeking medical help. We hope the ‘Just’ creative will resonate with people and encourage them to seek medical care.”

In the midst of this crisis, perhaps more than ever the public is in need of reassurance in every aspect of their lives and the NHS aims to do just that, to remind people to take care of themselves and find the help they need.