The National Health Service winter campaign intended to promote better use of NHS services was launched to the public at the Guardian Pharmacy, in London's Kings Road, on November 30. Information on the campaign was released to pharmacists a month ago (PJ, November 6, p733). |  Professor Donaldson, with (centre) Sarah Mullally (chief nursing officer) and Jeanette Howe (acting chief pharmaceutical officer) |
The campaign features a medicine cabinet containing items which represent one of the options the public can turn to. Advertisements will run in the national press and on poster sites outside major supermarkets and pharmacies.
According to the Department of Health, the campaign highlights the important role that pharmacists will play over the holiday period providing easily accessible health advice without an appointment. Part of the approach to the advertising campaign is based around encouraging better use of pharmacists as key members of the NHS and as an invaluable source of expert advice to the public.
At the launch, the Government's chief medical officer (Professor Liam Donaldson) said: " 'Choose the right remedy' is about helping people to understand how to access the best care available over the millennium period. The extended millennium holiday period, with large numbers of people away from home, and a host of special events and public gatherings, will represent potential new challenges for the NHS. What people expect from the health service will not change this winter. They still have a right to expect to get advice and help from the appropriate health professional if they need it, to get a prescription dispensed if they require it, to get prompt attention from an accident and emergency department if they are injured or to be able to call an ambulance with confidence if they face a life threatening situation."
On BBC Radio 4's Today programme, Professor Donaldson said: "One of the options open to people this winter when they have minor problems with their health is to seek the advice of their local pharmacist. They are open long hours and are fully trained to give advice to people with minor illnesses."
The Royal Pharmaceutical Society's director of public affairs (Ms Beverley Parkin) told The Journal that that the announcement by the chief medical officer had not happened by chance. It had followed a concerted effort by all the pharmacy bodies concerned to focus on involving pharmacy in winter health planning. That activity had led to the winter health campaign. A feature of that campaign was posters for display over urinals that were aimed at young men. Women were being targeted through posters in pharmacies and media advertising.