Monkey makes it to TEDx

We loved seeing Monkey online at TEDx Brighton this month, sharing his continuing mission to help children and their families overcome their fear and anxiety of hospitals.

Our founder Martha and Monkey have a history, dating back to when Monkey Wellbeing founder, Helen Sadler, launched her first “Monkey Has An Operation” book to prepare, educate, reassure and support young children needing surgery.

Helen, Monkey and Martha went on to develop and deliver a primary school assembly programme as part of a multi-channel NHS communications campaign to promote a better understanding of when to use NHS A&E departments – and when not to.

‘Superhero’ Monkey used his hero-themed assemblies to introduce primary school kids to simple ways they and their families can support the NHS by learning what urgent care services are available outside of A&E, and when best to use them.

The campaign involved:

• Design and development of a real-time NHS microsite and mobile app.
• A video ‘guide to saving A&E for saving lives’ featuring Zoe Ball.
• Assemblies delivered by Monkey, Helen and Martha in 20 primary schools.
• An influencer-backed #ChoicesMakeHeroes social media campaign.
• Regional and national press coverage across print, TV and online.
• High street and city centre shopping mall promotions.

It won a prestigious Health Service Journal Award nomination for effective communications and delivered the client’s key objective – promoting the NHS111 service as an alternative to A&E for non-emergency conditions.

NHS111 recorded its highest local monthly call volumes immediately following the campaign, whilst A&E experienced a 7% reduction in walk-in attendances.

Watch Monkey at TEDx Brighton here, to hear how Helen’s personal experience of having a young daughter needing surgery inspired her and her husband to develop a series of children’s story books and educational support tools that have gone on to support 1.2m children and their families across the UK.