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A campaign directing patients to their local pharmacy for help with common winter illnesses has been launched in Wales.
The ‘Help Us to Help You’ campaign, launched by NHS Wales on 1 November 2025, will include TV, radio and social media advertisements to promote the common ailments service in community pharmacies.
Under the service, pharmacists can provide treatment for 28 common conditions, including sore throat, skin rashes and urinary tract infections (UTIs).
In a statement published alongside the launch, the Welsh government said: “Pharmacies offer an easily accessible alternative to GP surgeries and emergency departments during the busy winter months for everything from coughs and colds to minor ailments and general health advice.”
Health secretary Jeremy Miles commented: “This winter, one simple change could make a huge difference to our NHS.
“If you’re suffering from a common illness like a cough, cold, sore throat or minor ache, your local pharmacist can help.
“Pharmacists are highly qualified healthcare professionals who can provide confidential advice and treatment about a wide range of common conditions. It’s a straightforward and convenient way to get the help you need — while also helping GPs and emergency departments focus on people who need urgent care.”
According to Digital Health and Care Wales data published in October 2025, independent prescribing consultations in Welsh community pharmacies tripled in two years.
The ‘Choose Pharmacy’ minor ailments service was first piloted in June 2020, before expanding in October 2021 to include a pharmacist independent prescribing service.
A spokesperson for Community Pharmacy Wales said: “Community pharmacies continue to play a vital role in supporting the NHS, especially during periods of increased demand. The recent success of the common ailments service has clearly demonstrated its effectiveness in easing pressure on general practice, as well as reducing the need for patients to seek help from out-of-hours services and accident and emergency departments.
“With the inclusion of £1m in the 2025/2026 community pharmacy contractual framework, we are committed to actively supporting the upcoming ‘Help Us to Help You’ winter pressures campaign. When funding streams permit, the community pharmacy network stands ready to maximise these benefits for patients and the wider NHS.
“We recognise the importance of open access services, where patients can receive expert advice and care without the need for an appointment, and we fully support the NHS’s ambition to make the most of these valuable resources.”
In England, pharmacies are currently taking part in the ‘Think Pharmacy First’ campaign, which began on 20 October 2025 and will run until 9 November 2025.
The campaign aims to promote the Pharmacy First service by advertising that pharmacists can provide prescription medicines for seven common conditions, such as sinusitis, sore throat and uncomplicated UTIs.
