#DoYourBit – an update on the region’s winter campaign

Developed through the North East and North Cumbria Integrated Care System (ICS), #DoYourBit is a system-wide approach response to Covid-19 and system pressures over the winter months ahead.

The campaign shares messaging that is appropriate to the North East and North Cumbria area, following clinical and senior level engagement through our ICS.

The focus is on personal responsibility to protect the NHS, informing people that they may be redirected to alternative services if they don’t need to be at A&E, and encouraging patients to think pharmacy, GP and 111 (including 111 online) first.

It’s all part of a wide-ranging campaign approach that also integrates flu vaccinations, hand washing, social distancing and mask wearing.

The campaign aims to:

• Reduce the amount of ‘walk-in’ into urgent and emergency care departments.
• Help ED waiting rooms stay at safe levels of ‘occupancy’.
• Increase awareness of the need to contact pharmacy, GP or 111 first.
• Communicate the benefits of seeking alternative support.
• Achieve long-term behaviour change of those who would normally visit Urgent Care or Emergency Departments for minor illnesses.

Our narrative: The right treatment in the right place

Throughout the winter, the campaign will share the important narrative that we want to make it easier and safer to get the right advice or treatment when you urgently need it.

We are now putting in place measures to support and guide you to make the right healthcare choices. This will help ensure your safety, as well as making sure you get the right treatment in the most appropriate place.

Specifically, if your need is not life threatening, we will asking people not to turn up/walk in to A&E or urgent care services without seeking advice from either a pharmacist, GP or 111 first.

If people do turn up to A&E (and they don’t need to be there) they will be redirected to another more appropriate service rather than being treated within the department.  Appointment slots will be available to be booked directly and patients will be given a clear plan for their care. 

Working as part of the NHS family, GPs and NHS 111 will be able to make direct appointments at surgeries, pharmacies and urgent treatment centres. Importantly, GPs and 111 can send an ambulance should a patient’s condition be serious or life-threatening.