New campaign emphasises importance of early treatment

People across England are being reminded of the need to seek treatment for any health issues as early as possible through a new national campaign.

Entitled The Earlier, The Better, the NHS England campaign launched this week and will run for eight weeks. It will encompass widespread posters plus print and radio adverts, with vulnerable older people to be targeted particularly.

The overall aim of the initiative is to dissuade Britons from ignoring potential signs of illness or disease, thus reducing the chance of a hospital stay later down the line. This will in turn help to reduce current pressures on accident and emergency departments.

Awareness will also be raised of the various alternatives to emergency care, including GPs, pharmacists and self-care.

Professor Keith Willett, NHS England's director for acute care, said: "We have to do better at helping people stay well, not just picking up the pieces when they fall seriously ill."

The NHS Confederation has welcomed the campaign, underlining its importance during the cold winter months, when accident and emergency departments tend to be particularly busy.