The South Australian government has released its new ‘confronting and catchy’ ad campaign, as the state hits new ramping record.
As South Australia battles ramping chaos, the state’s government has launched a new platform-spanning ad campaign aimed at educating patients on alternatives to the emergency department.
Since hitting a new peak in hours lost to ramping in November 2023, with patients losing 4285 hours waiting for beds, South Australia has continued to face unprecedented wait times.
In March, figures remained high at 4095, with the Royal Adelaide Hospital recording its worst month of ramping on record.
After falling to 3450 hours in April, hours lost to ramping hit a new peak last month at 4773.
Live updates from the SA doctor’s union Adelaide Emergency Department page report hundreds of people waiting for hospital beds across the state, with some patients reportedly waiting more than a day.
There are 103 people admitted & waiting for a hospital bed housed in our adult EDs. This significantly reduces ED capacity to assess & manage new patients!@PictonChris @ANMFSA @SA_Ambulance @acemonline @amasamembers @sasmoa4doctors https://t.co/9Z16JTeSIY
— Adelaide Emergency Departments (@AdlEmergStatus) June 21, 2024
SEVERE Access Block: 7 people waiting >24hrs (a whole day!) for bed in hospital, 20 more >12hrs
— Adelaide Emergency Departments (@AdlEmergStatus) June 21, 2024
Is waiting this long for a bed acceptable?@PictonChris @ANMFSA @SA_Ambulance @acemonline @amasamembers @sasmoa4doctors https://t.co/9Z16JTeSIY
Despite promises to fix the ramping crisis by opening 300 new hospitals beds and employing 100 new doctors, made by premier Peter Malinauskas as part of the Labor government’s election campaign in 2022, as ramping hits new highs, it seems the current response isn’t making a dent.
The government is now turning to the public with a $960,000 ad campaign encouraging patients to call Healthdirect if they are unsure whether or not they should be heading to a hospital ED.
The campaign outlines other care options for patients thinking about attending an ED, such as visiting one of the state’s five Medicare urgent care clinics (Elizabeth, Royal Park, Oaklands Park, Morphett Vale and Mount Gambier) or one of the three 24/7 pharmacies in Norwood, Clovelly Park and Salisbury Plain.
Patients can also access virtual GP services offered through Healthdirect (on 1800 022 222) or other virtual care services.
In a new approach, based on months of work and focus group testing, the campaign uses “unapologetically graphic” images to illustrate the message.
Speaking to the ABC, SA Minister for Health and Wellbeing Chris Picton said, “obviously there’s a little bit of blood in the ad, to grab people’s attention”.
“Our hospitals are really busy and we know that some illnesses and injuries do not need a visit to the emergency department,” he added in a release.
“That’s why we’re trying something different with this year’s demand management ad campaign to encourage people to really think if they actually need an ED.
“Of course, our emergency departments will always be there for those who need them.”
The “Umm…ergency” campaign has already commenced on social media and billboards and is set to run until January next year.
Ads will start in regional newspapers from this week, in cinemas later in the month and at bus shelters next month.
The campaign will also run across hospitals, GP clinics and pharmacies.
