Footage of a scrum being set in a hospital waiting room is the cornerstone message of a campaign that is aimed at preventing people needlessly turning up to A&E by raising awareness of other medical options, from pharmacies and GPs to walk-in and urgent care centres.
In 2016, 120,000 people unnecessarily visited A&E in the St Helens, Knowsley, Whiston and Halton area, at a cost of £10m.
The strain on local services “struck a powerful chord” with the Vikings, said chief executive and part owner James Rule.
An established relationship between the club and local NHS already existed through its community foundation, with Vikings involved in programmes focused on mental health, improving physical fitness and dealing with loneliness and isolation among the elderly.
“We saw a real opportunity to step up and help the NHS,” Rule continued. “The media is awash with stories about the pressure they are under and the challenges they face, particularly at the coalface in A&E departments.
“We can’t stand idly by throwing stones and say it needs to do better. It is overburdened at the minute.
“We felt we had an opportunity with engagement platforms and our brand to cut through and talk to a significant audience, to work with the NHS and work with the local community to make better choices and take pressure off frontline services.
“It is inspiring to think that if we can make this work properly, we can make a genuine difference.”
