24 Hours NOT in A&E: New NHS campaign launches

The NHS has launched a new “24 Hours NOT in A&E” campaign, designed to help people access the right care quickly and keep emergency departments free for those who need them most.

This winter, the NHS faces significant pressures, and many people are still unsure about the range of services available locally.

Local research shows that only 1 in 3* people in Derbyshire knew they could call NHS 111 for mental health advice, and roughly 1 in 3* people claimed to have used an Urgent Treatment Centre in the last three years.

These figures underline the importance of raising awareness about the full range of NHS services available in Derby and Derbyshire.

The campaign highlights convenient alternatives to A&E, including NHS 111, community pharmacies, urgent treatment centres, and the NHS App, services that can often help faster than waiting in an emergency department.

In the East Midlands, nearly 4 in 10** people claimed to have gone to A&E for a non-emergency issue because they thought it would be quicker. Around 1 in 5** people said that they had been to A&E when, in hindsight, their condition could have been managed elsewhere.

It is crucial that we keep our emergency departments free for people in life-threatening situations.

Ellie Kinson, NHS 111 Clinical Advisor at DHU Healthcare, added: “The run-up to Christmas is busy, and winter illnesses can make people feel really unwell.

“The last thing we want is for people to be unsure where to get help.

“There are often services that can help you quicker than going to A&E, and trained NHS 111 clinicians are here 24/7 to point you in the right direction.”

Nick Hunter, Chief Officer at Community Pharmacy Derbyshire said: “The range of services pharmacies offer has grown significantly in recent years, including treating conditions that used to require a GP appointment.

“Many pharmacies can now prescribe medication for a variety of conditions without you needing to see a GP first.

“Pharmacies often have later opening hours and weekend availability, making them a convenient choice. If they can’t help you on the day, they can advise where you can go for extra support.”

How to access services

  • NHS 111: Call, go online, or use the NHS App for urgent health advice, including mental health support.
  • Community pharmacies: Get same-day advice and treatment for minor illnesses, often without an appointment.
  • Urgent treatment centres: For urgent but non-life-threatening injuries and illnesses.
  • NHS App: Manage prescriptions, appointments, and health records anytime.

Winter brings seasonal illnesses like colds, flu, and stomach bugs, which can make people feel very unwell. But not every illness needs a trip to A&E. By choosing the right service, you can save time,  and help keep emergency departments available for those who need them most.

Your NHS is here to help you stay well this winter, and often, the quickest and most convenient support is closer than you think.

*Figures taken from research conducted by Influential, among a sample of 518 adults in Derby and Derbyshire, collected between 29.09.2023 – 14.10.2023.

**Figures taken from research conducted by Censuswide, among a sample of 2,000 adults in England, aged 16+ collected between 14.11.2025 – 17.11.2025.