The Pharmaceutical Journal
Vol 269 No 7229 p890
21/28 December 2002

Society summary

Branch PROs help in local media campaign on childhood ailments

The Royal Pharmaceutical Society has enlisted the help of its branch public relations officers (BPROs) in a health awareness campaign targeted at local media over the holiday period.

The campaign promotes pharmacists' role in treating minor ailments. Its main message is to encourage parents to take children to see a pharmacist, who can quickly recognise minor ailments and give treatment advice.

Local newspapers and radio stations have been sent a news release entitled "Don't let a cough or cold take the shine off your child's Christmas". Each copy includes a quote attributed to a local BPRO. All BPROs were sent an advanced copy of the release for information.

The Society's public relation unit says that the campaign topic was chosen because the holiday period can be spoiled if children suffer illness. The campaign also reinforces the Society's message that pharmacists are experts in medicines who can offer health care advice without the need for an appointment.

Jean-Pierre Moser, the Society's head of public relations, said: "Our health awareness campaigns highlight the role of pharmacy in providing expert care to patients. The holiday period is traditionally a slow one for news and offers our BPROs a good opportunity to help promote the work of the profession in their local area."