In the summer of 2012, I delivered the creative concept and finished artwork for a Choose Well awareness campaign. NHS Devon, Plymouth and Torbay wanted to stem the tide of 18 to 30 year olds using the wrong service, namely A&E. Adapting the national Choose Well brand, I created a distinctive campaign with my own illustrations inspired by Victorian remedies and folklore, in order to guide people to the right service. The designs were applied to posters, leaflets, Z-cards and outdoor media, and a second phase was rolled out in the winter of 2013. It was featured on Channel 4 News.