Clinical Commissioning Groups (CCGs) in Norfolk are supporting a new campaign called The earlier, the better which encourages people to seek help early on from their local pharmacist if they are feeling under the weather.

It is especially important over the winter months that elderly people tell a friend, family member or carer if they have a bad cough, cold or sore throat to prevent it getting worse.

The campaign asks those caring for or visiting an elderly relative to get advice from their local pharmacist or from www.nhs.uk/asap to prevent a minor illness developing into something more serious.

The campaign is being supported by CCGs in Norwich, North Norfolk, South Norfolk and West Norfolk.

Dr Anoop Dhesi, chair of NHS North Norfolk CCG, said: “Our local pharmacists are experts in the use of medicines and so can offer help and guidance with managing long term conditions or illnesses like coughs or colds.

“So it is essential that older people seek help as soon as possible to prevent a trip to hospital if their condition gets worse. The earlier, the better.”

The campaign, which was launched on January 20 and runs until the end of March, will target the over 45s through a range of channels, and the over 60s through their friends, family and carers.

People will see adverts in national papers and on websites, hear adverts on national radio stations and see posters in their local pharmacies.