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NSW Emergency Departments (EDs) are under immense pressure. Over the last decade, patient attendance has grown by 19.2%, significantly outpacing the state's population growth of 12%. This has placed immense strain on the healthcare system, underscoring the urgent need for innovative solutions to manage patient flow and optimise resource allocation. The NSW Health Healthdirect phone triage service has been established to ease the burden on EDs, manage patient flow and guide individuals to the most appropriate care. We developed a behaviour change campaign to drive awareness and adoption of this essential service. Our strategy recognised that a key psychological role of EDs is to provide immediate reassurance. So, our creative positioned Healthdirect as the quickest and most accessible pathway for individuals to obtain reassurance directly from frontline healthcare workers. ‍