CAMPAIGN TOOLKIT
The new 2014/15 consumer campaign from PAGB and Pharmacy Voice encourages
people to self-treat winter ailments and speak to their pharmacist first for advice
September 2014 – February 2014
Last updated: 09 September 2014
Toolkit Contents Overview
Campaign summary
Campaign
announcement
Press office
Campaign
briefing
Campaign
logos/guidelines
Launch press
release
Campaign key
messages
Banner ads
Spokesperson
quotes
Social media
content
Q&A
Consumer poster
Consumer leaflet
Expert videos
Last updated: 09 September 2014
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the relevant sections
BACKGROUND
Last updated: 09 September 2014
Campaign Summary
•
This toolkit will provide you with the background detail and information, as well as tools,
materials and assets you will need to aid promotion of the Treat Yourself Better with
Pharmacist Advice campaign.
•
Treat Yourself Better with Pharmacist Advice is the new 2014/15 winter campaign from PAGB
and Pharmacy Voice which urges people to treat winter ailments themselves and to seek
advice from their pharmacist before going directly to their GP.
New research highlights that a worrying 6 million UK adults would visit their GP and over 2
million would visit A&E as a first port of call for common winter ailments such as colds and
flu. One of the most common reasons people visit their GP when suffering with a winter
ailment is because they want or think they need antibiotics. However, antibiotics don’t have
any impact on common winter ailments which are caused by viruses.
To help tackle this issue and reduce unnecessary visits to GP surgeries and A&E, Treat
Yourself Better with Pharmacist Advice encourages people to visit their pharmacist first for
expert advice.
Treat Yourself Better with Pharmacist Advice is supported by a number of stakeholders
including the Department of Health and Public Health England.
•
•
•
Last updated: 09 September 2014
Campaign Briefing
[Type text]
Treat Yourself Better Winter Campaign Briefing Document
•
•
This document provides a detailed
overview of the Treat Yourself Better with
Pharmacist Advice campaign and provides
guidance on how you can support it
Do ensure to read this thoroughly as it will
give you a good understanding of how to
use the documents and assets we have
provided in this toolkit
8th September 2014
INTERNAL USE ONLY, NOT FOR PUBLICATION
PAGB and Pharmacy Voice are delighted to provide you with further details about the new 2014/15 winter
campaign called Treat Yourself Better with Pharmacist Advice. Consumer evaluation of the 2013/14 campaign
Treat Yourself Better Without Antibiotics highlighted that consumers want guidance on where to go for expert
advice when suffering with a common winter ailment, therefore a new campaign name and logo has been
created.
Treat Yourself Better with Pharmacist Advice urges people to treat winter ailments themselves and to seek
advice from their pharmacist before going directly to their GP. The campaign will launch on 10th September
2014 and will continue until the end of February 2015. Please note the campaign must not be released to the
public before the launch date.
The campaign promotes a self-care message for winter ailments and encourages people to visit their
pharmacist first for advice, to help relieve pressure from the NHS and reduce the demand for antibiotics. New
research carried out to support the campaign highlights that a worrying 6 million UK adults would visit their GP
and over 2 million would visit A&E as a first port of call for common winter ailments such as colds and flu1.
With each GP consultation costing the NHS £43 and an A&E walk-in-service costing £41, this could equate to a
staggering cost of over £343 million which could be better spent on people who need medical attention2.
One of the most common reasons people (44%) visit the GP when suffering with a winter ailment is because
they want or think they need antibiotics1. Also concerning is that only half of adults (55%) believe their GP
adequately explains why antibiotics don’t work for common winter ailments1. Despite government efforts to
reduce prescriptions for antibiotics, recent research published in the Journal of Antimicrobial Chemotherapy
showed a 40% rise in antibiotic prescriptions by GPs for colds and flu (from 1999-2011)3. Additionally, research
from the Longitude Prize survey found nearly half of GPs admit to prescribing ‘useless’ antibiotics just to get
pushy patients to leave their surgeries.4
The campaign hopes to tackle this issue and reduce unnecessary visits to GP surgeries and A&E by driving
people into pharmacies as a first port of call. Pharmacies are an underused resource with only one in five
adults making use of their local pharmacy for winter ailments1.
1
Research carried out on behalf of the Treat Yourself Better with Pharmacist Advice campaign by Redshift Research. Sample size: 2,000 UK
adults, July 2014.
2
Curtis L. Personal and Social Services Research Unit, Canterbury University. Unit costs of health and social care 2012. Available at:
http://www.pssru.ac.uk/project-pages/unit-costs/2012/. Accessed August, 2014.
3
Hawker J. et al. Trends in antibiotic prescribing in primary care for clinical syndromes subject to national recommendations to reduce
antibiotic resistance, UK 1995–2011: analysis of a large database of primary care consultations Journal of Antimicrobial Chemotherapy. August
2014. http://jac.oxfordjournals.org/content/early/2014/08/01/jac.dku291.short?rss=1
4
Research carried out by The Longitudinal Prize 2014 on behalf of Nesta. Sample size: 1,000 doctors, July 2014.
http://www.nesta.org.uk/sites/default/files/longitude-paper-antibiotics-open-review.pdf
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Last updated: 09 September 2014
Campaign Key Messages
•
This word document includes
the key messages for the
campaign which should be
considered when speaking
about the campaign or drafting
materials
Treat Yourself Better with Pharmacist Advice: Campaign Key Messages
Background: This document outlines the recommended key messages which will be used throughout the Treat Yourself Better with Pharmacist Advice
campaign website, media and other campaign materials and stakeholder communications.
Campaign launch
Campaign timing
Campaign aims
Primary message
 Treat Yourself Better with Pharmacist Advice is the new 2014/15 winter campaign which urges people to treat
winter ailments themselves and to seek advice from their pharmacist before going directly to their GP
Secondary message
 Treat Yourself Better with Pharmacist Advice is a campaign from PAGB and Pharmacy Voice
Primary message
 Treat Yourself Better with Pharmacist Advice launches on 1st September 2014 and will continue until the end of
February 2015
 Secondary message
 Treat Yourself Better with Pharmacist Advice will launch to the media from 10th September 2014 onwards
Primary message
 The campaign aims to encourage people to treat common winter ailments (such as a cough, cold, sore throat, flu,
nasal congestion or ear infection) themselves and to visit their pharmacist as a first port of call for advice on what
is best for them, before making an unnecessary visit to their GP surgery or A&E department
Secondary messages
 The campaign aims to help people understand that symptoms of winter ailments will generally last longer than
they think for example:
o Middle ear infection – 4 days
o Sore throat – 1 week
o Cold – 1½ weeks
o Flu - 2 weeks
o Nasal congestion / sinusitis – 2 ½ weeks
o Cough – 3 weeks
 The campaign aims to educate people that antibiotics are not an effective treatment for the symptoms of a cough,
cold, sore throat, flu, nasal congestion or ear infection which are caused by viruses. Antibiotics are intended to
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‘open’
Last updated: 09 September 2014
CAMPAIGN COLLATERAL
& ASSETS
Last updated: 09 September 2014
Campaign Announcement
Treat Yourself Better with Pharmacist Advice Campaign Announcement
•
•
This document includes the campaign
announcement which is to be used in marketing /
communication materials by all stakeholders to
raise awareness of the campaign and website
www.treatyourselfbetter.co.uk
Examples of where the announcement may be
used includes: online (such as within the news
section of a website); in the news section of a
Pharmacy’s consumer magazine; or it may be
included within internal communications (such as
within a company newsletter)
Overview
The campaign announcement provides an overview of the campaign and will be included in the tool
kit for use within marketing materials to help raise awareness of the campaign and the website.
Examples of where the announcement may be used include: online use, or within internal
communications such as within a company newsletter. Please note: the campaign announcement
is not intended for media audiences.
Timing: The announcement can be made available to members of the public from 10th September
2014 onwards when the campaign launches and NOT beforehand.
Embargoed until 00:01 10th September 2014
Treat Yourself Better with Pharmacist Advice
Visit www.treatyourselfbetter.co.uk
Treat Yourself Better with Pharmacist Advice is the new 2014/15 winter campaign from PAGB and
Pharmacy Voice which urges people to treat winter ailments themselves and to seek advice from
their pharmacist before going directly to their GP.
New research highlights that a worrying 6 million UK adults would visit their GP and over 2 million
would visit A&E as a first port of call for common winter ailments such as colds and flu1. One of the
most common reasons people visit their GP when suffering with a winter ailment is because they
want or think they need antibiotics1, however antibiotics don’t have any impact on common winter
ailments which are caused by viruses. Antibiotics only work against bacteria. Despite government
efforts to reduce prescriptions for antibiotics, recent research showed a 40% rise in antibiotic
prescriptions by GPs for colds and flu (from 1999-2011)2. Additionally, research from the Longitude
Prize survey found nearly half of GPs admit to prescribing ‘useless’ antibiotics just to get pushy
patients to leave their surgeries.3
To help tackle this issue and reduce unnecessary visits to GP surgeries and A&E, Treat Yourself Better
with Pharmacist Advice encourages people to visit their pharmacist first for expert advice.
Pharmacies are an underused resource with only one in five adults making use of their local
pharmacy for winter ailments. Pharmacists can help people better manage their winter ailments by
providing personalised advice on what treatments will be most effective and what “warning signs” to
look out for which may require medical attention.
The research also identified that people frequently underestimate the normal duration of winter
ailments and therefore visit their GP too early1. The website www.treatyourselfbetter.co.uk
1
•
Timings: The announcement can be used from
10th September 2014 when the campaign
launches to the public
Last updated: 09 September 2014
Research carried out on behalf of the Treat Yourself Better with Pharmacist Advice campaign by Redshift Research. Sample size:
2,000 UK adults, July 2014.
2
Hawker J. et al. Trends in antibiotic prescribing in primary care for clinical syndromes subject to national recommendations to
reduce antibiotic resistance, UK 1995–2011: analysis of a large database of primary care consultations Journal of Antimicrobial
Chemotherapy. August 2014. http://jac.oxfordjournals.org/content/early/2014/08/01/jac.dku291.short?rss=1
3
Research carried out by The Longitudinal Prize 2014 on behalf of Nesta. Sample size: 1,000 doctors, July 2014.
http://www.nesta.org.uk/sites/default/files/longitude-paper-antibiotics-open-review.pdf
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Campaign Logo & Brand
Guidelines
•
A campaign logo has been developed for this campaign. Accompanying brand
guidelines help you understand how and when you can use the campaign logo
within your marketing / communications materials. A QR code has also been
developed to drive traffic to the website www.treatyourselfbetter.co.uk
•
Click the links below to download the:
•
•
•
•
Brand guidelines: http://we.tl/tdbtsiBCEO
High res logo artwork files: http://we.tl/Og9mQNRaWu
QR code: http://we.tl/H29L3aZSEj
Please note: the links will expire on 15th September 2014. Please email
treatyourselfbetter@rdcomms.com to request the files after this period.
The logos have been divided into the following categories:
•
•
•
Treat Yourself Better main campaign logo
Treat Yourself Better logo without URL
Treat Yourself Better logo for stores without a pharmacy
•
Timings: the logos can be used from 10th September 2014
Last updated: 09 September 2014
Banner Ads
•
Static banner ads have been created for the Treat Yourself Better with Pharmacist
Advice campaign which include a leaderboard (720x90), MPU (300x250) and
skyscraper (120x600)
•
These can be hosted on your websites. Companies need to insert the following link
to the campaign website; www.treatyourselfbetter.co.uk
•
Click the link below to download the static banner ads:
– http://we.tl/PL7d6WS9cq
•
To request the ads in a different size, please email
treatyourselfbetter@rdcomms.com with your requirements
•
Timings: banner ads can be used from 10th September 2014
Last updated: 09 September 2014
Social Media Content
•
•
This document provides suggested
posts for social channels such as
Facebook, Twitter and owned
channels in order to promote the
campaign from launch (10th
September) through to the end of
the campaign period (February
2015)
As some posts may not be relevant
to all you do not have to use
everything
Treat Yourself Better With Pharmacist Advice: Social Media Content
Introduction: This document outlines suggested social media content that stakeholders and member companies can use to support the campaign.
Stakeholders and member companies are asked to issue this content from 10th September 2014 – 30th February 2015. This document will be included in the
toolkit.
Note: Please note the content in this document has been approved by PAGB and must not be amended in any way. If you choose to draft your own social
media content, please try to include the website URL www.treatyourselfbetter.co.uk and #Treatyourselfbetter wherever possible.
Whereas approved Facebook posts may exceed the 140 character limit of twitter, tweets contained in this document can also be issued on Facebook where
character limits do not apply.
The content has been split into specific sections;
 Promoting campaign launch
 Promoting the pharmacist/pharmacy
 Promoting specific microsite pages/videos
 Promoting antibiotic statistics
 Promoting self-treatment
 Promoting market research
Section
Social Channel
Promoting campaign
launch
Facebook, owned
channels
Content


This year’s Treat Yourself Better with Pharmacist Advice winter campaign launches today and we
are delighted to be involved. The campaign aims to encourage people to treat winter ailments
themselves and to seek expert advice from a pharmacist before going to their GP. Visit
www.treatyourselfbetter.co.uk to find out more
We are supporting this year’s Treat Yourself Better with Pharmacist Advice campaign from PAGB
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•
Timings: posts are not to go out
until 10th September 2014 when
the campaign launches
Last updated: 09 September 2014
Consumer Poster
•
This poster (in PDF format) has been
developed for use in healthcare
professional settings such as GP
surgeries, to encourage people to
speak to their pharmacist first for
advice on winter ailments and to
educate people on how long they
can expect symptoms to last
•
To request a high resolution file/s to
professionally print the poster,
please email
treatyourselfbetter@rdcomms.com
•
Timings: the poster is not to be
displayed until the 10th September
2014 when the campaign launches
Last updated: 09 September 2014
To open (out of slideshow mode): Right click
the image, select ‘document object’, then
select ‘open’
Consumer Leaflet
•
This consumer leaflet (in PDF format) contains
information on how long people can expect
winter symptoms (cough, cold, sore throat, flu,
nasal congestion and ear infection) to last,
what they can do to treat their symptoms
better and warning signs to look out for which
may require medical attention
•
To request a high resolution file/s to
professionally print the leaflet, please email
treatyourselfbetter@rdcomms.com
•
The leaflet can be printed in A4 and folded to
form a tri-fold leaflet (when printing double
sided, please ensure you select ‘flip on short
edge’)
•
Timings: leaflets are not to be given out until
10th September 214 when the campaign
launches
Last updated: 09 September 2014
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select ‘document object’, then select ‘open’
Expert Videos
•
•
Two expert videos are within the ‘expert advice’
section of the Treat Yourself Better website. They are
also available for use on other stakeholder /
company websites, as required
The first video features Dr Rob Hicks who offers
guidance on how long you can expect cold and flu
symptoms to last, what symptoms to expect and
what you can do to treat yourself better
•
The second video features Pharmacist Raj Patel who
provides advice on what you can do at home to treat
cold and flu symptoms and which types of medicines
will be most effective
•
Please note: the links will expire on 15th September
2014. Please email
treatyourselfbetter@rdcomms.com to request the
videos after this period
Last updated: 09 September 2014
To download the videos, please
right click on the below links and
select ‘open hyperlink’:
Dr Rob Hicks
Raj Patel
MEDIA MATERIALS
Last updated: 09 September 2014
Press Office
•
A comprehensive press office will be in operation from September 2014-February 2015
to raise awareness of the campaign and promote appropriate self-treatment of colds
and flu. This will cover the consumer media.
•
In the following slides, you can download the launch press release (please note the
embargo date) and supporting press office materials
•
The Treat Yourself Better Press Office contact details are:
Beth Lane, Emily Berrington or Andy Ruscoe
Red Door Communications treatyourselfbetter@rdcomms.com
Tel: 020 8392 8040
Last updated: 09 September 2014
Launch Press Release
•
This press release will be shared with key consumer media by Red
Door Communications at time of launch
You may wish to use the release as content on your website/s in the
‘news’ section, however, please note the embargo of 00:01 10th
September 2014
The release announces the launch of the campaign and highlights key
research findings
Key stats include:
– 6 million UK adults would visit their GP and over 2 million would
visit A&E as a first port of call for common winter ailments such
as colds and flu
– Unnecessary GP and A&E visits for winter ailments could cost
the NHS over £343 million
– Nearly half who visit the GP for common winter ailments do so
because they want antibiotics
– The younger generation are the biggest culprits for wasting GP
time
To open (out of slideshow mode):
– Only one in five make use of their local pharmacy despite long
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‘document object’, then select ‘open’
GP waiting times
Timings: not to be used until 10th September 2014
Embargoed until 00:01 10th September 2014
•
NHS facing winter pressures as millions of Brits visit their GP or A&E as first port of
call for winter sniffles
New health campaign Treat Yourself Better with Pharmacist Advice aims to ease pressure on
already struggling NHS services and reduce unnecessary antibiotic prescriptions

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•
•
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Unnecessary GP and A&E visits for winter ailments could cost the NHS over £343 million
Nearly half who visit the GP for common winter ailments do so because they want
antibiotics
Younger generation are the biggest culprits for wasting GP time
Only one in five make use of their local pharmacy despite long GP waiting times
New research reveals an alarming 6 million UK adults would visit their GP and over 2 million would
visit A&E as a first port of call for common winter ailments* such as colds and flu1. With each GP
consultation costing the NHS £43 and an A&E walk-in-service costing £41, this could equate to a
staggering cost of over £343 million which could be better spent on people who need medical
attention2.
Flu is the biggest cause of concern resulting in one in four (24%) visiting their GP or A&E followed by
nasal congestion (20%), a sore throat (13%), cough (13%) or cold (11%) putting increased pressure
on already struggling NHS services1. Surprisingly, the younger generation is the biggest culprit with
nearly one in four (22%) of 18-34 year olds admitting they have visited a GP as a first port of call for
winter ailments versus only one in 10 (12%) of those aged over 351.
Antibiotic demands
The research, carried out to support the Treat Yourself Better with Pharmacist Advice campaign,
finds that one of the most common reasons people (44%) visit the GP when suffering with a winter
ailment is because they want or think they need antibiotics1. However, antibiotics don’t have any
impact on common winter ailments which are caused by viruses as they only work against bacteria.
Also concerning is that only half of adults (55%) believe their GP adequately explains why antibiotics
don’t work for common winter ailments1. Despite government efforts to reduce prescriptions for
antibiotics, recent research published in the Journal of Antimicrobial Chemotherapy showed a 40%
rise in antibiotic prescriptions by GPs for colds and flu (from 1999-2011)3. Additionally, research
from the Longitude Prize survey found nearly half of GPs admit to prescribing ‘useless’ antibiotics
just to get pushy patients to leave their surgeries.4
*Winter ailments include cough, cold, flu, sore throat and nasal congestion.
1
Research carried out on behalf of the Treat Yourself Better with Pharmacist Advice campaign by Redshift Research. Sample size:
2,000 UK adults, July 2014.
Curtis L. Personal and Social Services Research Unit, Canterbury University. Unit costs of health and social care 2012. Available
at: http://www.pssru.ac.uk/project-pages/unit-costs/2012/. Accessed August, 2014.
3
Hawker J. et al. Trends in antibiotic prescribing in primary care for clinical syndromes subject to national recommendations to
reduce antibiotic resistance, UK 1995–2011: analysis of a large database of primary care consultations Journal of Antimicrobial
Chemotherapy. August 2014. http://jac.oxfordjournals.org/content/early/2014/08/01/jac.dku291.short?rss=1
4
Research carried out by The Longitudinal Prize 2014 on behalf of Nesta. Sample size: 1,000 doctors, July 2014.
http://www.nesta.org.uk/sites/default/files/longitude-paper-antibiotics-open-review.pdf
2
•
Last updated: 09 September 2014
Spokesperson Quotes
•
•
•
•
•
This document features approved quotes from a number of
healthcare professionals including:
– Dr Rob Hicks
– Pharmacist Raj Patel
and important stakeholders or health bodies including:
– PAGB
– Pharmacy Voice
– Department of Health
– College of Medicine
– NICE
– Royal Pharmaceutical Society
– NHS England
You may wish to include their quotes in supporting materials or
articles (print or online)
Please ensure to use the quotes verbatim unless otherwise agreed
This document will be updated with additional quotes. The latest
version will be stored in the media section of the Treat Yourself
Better website
Timings: from 10th September 2014
Last updated: 09 September 2014
Treat Yourself Better with Pharmacist Advice: campaign spokespeople
quotes
1. Gopa Mitra, Director of Health Policy & Public Affairs, PAGB
“Treat Yourself Better with Pharmacist Advice aims to encourage people to visit their pharmacist as a
first port of call to seek advice on treating winter ailments, such as a cough, cold, sore throat, flu,
nasal congestion, or ear infection. With increasing pressures on the NHS and in light of the recent
concerns regarding the rising rates of unnecessary antibiotic prescriptions, pharmacists can play a
key role in providing expert advice on how people can self-treat winter ailments with the use of
over-the-counter medications, as opposed to going to their GP for antibiotics which won’t work.”
2. Robert Darracott, Chief Executive, Pharmacy Voice
“With at least five years of experience to qualify and a wealth of knowledge about how best to treat
winter symptoms, pharmacists are best placed to provide people with personalised advice for how
they can self-treat their cold and flu symptoms. We are pleased to be launching Treat Yourself Better
with Pharmacist Advice in conjunction with PAGB, through which we hope individuals will be
encouraged to learn more about normal symptom duration for common winter ailments and what
they can do to relieve their symptoms with help from their local pharmacist.”
3. Dr Michael Dixon, Chief Executive, NHS Alliance and Chair, College of Medicine
“With recent figures from the Longitudinal Prize Survey revealing that nearly half of GPs admit to
prescribing ‘useless’ antibiotics just to get pushy patients to leave their surgeries, antibiotic
resistance is becoming an ever increasing threat that needs to be tackled. One of the barriers is that
people might not understand that antibiotics will not treat these viral infections and therefore
frequently visit their GP when suffering from winter symptoms with the hope of being prescribed
antibiotics. I wholeheartedly support Treat Yourself Better with Pharmacist Advice as it encourages
the population to better self-manage their symptoms and educates people not to take antibiotics
unnecessarily.”
4. Professor Mark Baker, Director of the Centre for Clinical Practice, NICE
“Respiratory tract infections are infections of the throat, sinuses, airways or lungs and are
responsible for 60% of antibiotic prescribing in general practice. It’s important for healthcare
professionals to be aware of NICE guidance on upper respiratory tract infections which highlights
how long patients can expect symptoms to last for and the ‘red flags’ or warning signs which
indicates when further medical advice is needed. Treat Yourself Better with Pharmacist is aligned to
our guidance and advises people to seek advice from their pharmacist as a first port of call when
suffering from winter symptoms.”
5. John Watson, Deputy Chief Medical Officer, Department of Health
“Antibiotic overuse results in reduced efficacy, so it is critical that we don’t use them when we don’t
need them so that they work when we do.”
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Q&A
•
This document can be used to guide conversations
with external audiences including campaign
stakeholders and media and as such should only be
used verbally and reactively, and should not be
shared externally
FOR VERBAL USE ONLY
Treat Yourself Better: Question and Answer Document
Introduction: this document will be used to guide conversations with external audiences including
campaign stakeholders and media and as such this document will only be used verbally and
reactively. This document must NOT to be made available to members of the public.
1.


•
•
It will feature correct agreed messaging around the
campaign that can be used in response to internal or
external stakeholder enquiries or media enquiries
All media enquiries should be passed on to the Treat
Yourself Better press office at:
Beth Lane, Emily Berrington or Andy Ruscoe
Red Door Communications
treatyourselfbetter@rdcomms.com
Tel: 020 8392 8040
Last updated: 09 September 2014
2.

What is Treat Yourself Better with Pharmacist Advice?
Treat Yourself Better with Pharmacist Advice is the new 2014/15 winter campaign which
urges people to treat winter ailments themselves and to visit their pharmacist for advice on
what is best for them before going directly to their GP
The campaign aims to educate people that symptoms of winter ailments will generally last
longer than they think and antibiotics are not an effective treatment for all common winter
ailments (symptoms of a cough, cold, sore throat, flu, nasal congestion or ear infection)
therefore they should visit their pharmacist as a first port of call for advice
Who is supporting Treat Yourself Better with Pharmacist Advice?
Treat Yourself Better with Pharmacist Advice is a new campaign from PAGB and Pharmacy
Voice and is supported by a wide range of public health organisations including:
o Department of Health
o Public Health England
o Royal Pharmaceutical Society
o National Pharmacy Association
o College of Medicine
o NICE
o National Association of Primary Care
o NHS Choices
3. How is the campaign being funded and how much is being spent?
 Treat Yourself Better with Pharmacist Advice is supported by a wide range of public health
organisations and is funded by PAGB members
 It is worth noting that the budget for this campaign is not at the high level you might expect
for a private or publicly funded campaign
4. Why is PAGB and Pharmacy Voice undertaking a patient/consumer education campaign?
 Most people will develop an acute respiratory infection, for example cold, flu, sore throat
and cough, every year. The symptoms of upper respiratory tract infections account for 11.5
million consultations at a cost of £35.2 million1
 Research shows most people are unaware of normal symptom duration of upper respiratory
tract infections and seek medical advice too early2 for their doctors to be able to judge the
severity of their symptoms
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Thank you
For further information on the campaign or tool kit, please contact:
PAGB
Gopa Mitra
Email: Gopa.mitra@pagb.co.uk
Tel: 020 7242 8331
Red Door Communications
Beth Lane, Emily Berrington or Andy Ruscoe
Email: treatyourselfbetter@rdcomms.com
Tel: 020 8392 8040
Last updated: 09 September 2014