A hard-hitting NHS cinema advertising campaign has been launched.
The campaign, which laucnhed on Thursday (December 19) aims to encourage people to use the emergency department of their hospital appropriately and to consider the other health care options available to them.
The film, which is commissioned by the NHS Ipswich and East Suffolk Clinical Commissioning Group (CCG) and NHS West Suffolk CCG, will run at Cineworld in Ipswich and Bury St Edmunds from Thursday (December 19) to January 2.
Dr Mark Shenton, a GP in Stowmarket and chairman of the NHS Ipswich and East Suffolk CCG, said: “This is a hard-hitting film, which clearly shows the possible consequences when a hospital emergency department is used by patients for the treatment of minor injury and illness.
“The advert highlights what could happen when emergency department staff are treating minor health issues instead of a seriously ill young girl.
“This film is deliberately thought provoking and we hope that everyone who sees it will consider the other healthcare options available to them.
“We want people to remember that the emergency departments at Ipswich and West Suffolk hospitals are there to treat emergencies only and not for the treatment of minor injury and illness.”
Dr Christopher Browning, a GP in Long Melford and chairman of the NHS West Suffolk CCG said: “We have commissioned this advert to run during the busy winter period when there is extra pressure placed on the NHS and its staff.
“There are a number of options available to people including self-caring at home, calling NHS 111, visiting their local pharmacy or making an appointment with their GP surgery.
“Basically, only go to the emergency department in an emergency situation.”
For all the latest news see Boxing Day’s (Thursday, December 26) Echo.