Winter campaign delivers strong regional impact
Winter is traditionally the busiest time of year for our service. Every year, our communications team delivers a comprehensive and high‑impact winter communications campaign designed to support patient safety, manage seasonal pressures and highlight the work of frontline teams.
This year's campaign launched in November 2025 and combined targeted internal communications with proactive engagement across regional and national media, alongside a coordinated social media strategy that reinforced key winter health messages.
Throughout December, NEAS issued four major press releases focused on festive safety and winter demand, which secured widespread coverage across regional outlets and resulted in:
- Eleven interview bids, with eight completed interviews across TV, radio and ride‑outs with crews.
- Multiple opportunities for senior leaders and frontline staff to describe winter pressures and advise the public on responsible use of services.
- Two dedicated BBC NHS Days in November and January, which featured a wide range of NEAS voices, including paramedics, health advisors, PTS crews and patients, helping the public understand how services operate during peak periods.
NEAS’s digital channels played a central role in amplifying winter messages, utilising a mixture of regional NHS and NEAS-specific content. The mix of educational, safety‑focused and human‑centred content ensured strong engagement and reinforced system‑wide priorities.
Internal engagement was also a key focus, ensuring colleagues across the organisation had access to practical winter information and operational updates.