NEWS CHANNEL
NHS Milton Keynes and Northamptonshire is launching a hard-hitting TV ad campaign to encourage people to think about how they use health services.
In the ad, a series of patients with more minor problems have been to A&E. The hard-hitting ad ends with a thought provoking finale which shows the potential consequences of too many people with minor problems attending A&E or calling ambulances.
The ad will only be shown after the 9pm watershed, though it will also be available via social media such as youtube, facebook and twitter.
The ad is part of the ongoing Choose Well campaign which aims to encourage people to use health services more appropriately.
National research shows that 40 per cent of people that attend A&E do not need to be there and could be seen more appropriately elsewhere.
As a follow up from this, a survey will be carried out at the A&E department at Milton Keynes Hospital Foundation Trust to establish why so many people are using A&E and if there are any patterns emerging.
Heidi King, head of social marketing for NHS Milton Keynes and Northamptonshire, said: “The purpose of the advert is to challenge people’s behaviour and open up the debate with local people on the use of A&E. The new survey confirms to us that we still have more work to do on educating people on the use of alternative services.”
Dr Nicola Smith, GP lead for urgent care for Milton Keynes, said: “Every winter our emergency services come under a lot of pressure and this year is no exception. Because there have been consistently such high levels of demand we decided we should use a more hard-hitting approach in terms of the Choose Well campaign.
“The TV advert is designed to make people sit up and take notice, and think very carefully about how they use emergency health services. Ask yourself – would you know where to get the right care at the right time?
“Don’t forget you can contact the Urgent Care Number 24 hours a day, seven days a week on 01908 201022.”
More information about the ad and the Choose well campaign is available at www.askyourself.org.uk.
You can also view the ad on YouTube at http://www.youtube.com/watch?v=3azbUzFLY2Q&feature=youtu.be.
