Choose Well The Choose Well campaign aims to direct people to the most appropriate health services that can give them the fastest and most effective treatment. The campaign is supported by NWAS and NHS North West as part of a drive to ease pressure on A&E departments and ambulance services. For more information about this campaign. In 2009, working alongside NHS Northwest and the Department of Health, the initiative was adopted for NHS wide purposes. The Choose Well thermometer brand was extended to include a series of messages that could be used by any CCG (formerly PCT) as a poster, bus advert, hoarding or other information notice. NWAS utilised the Choose Well brand and adapted the messages to be more appropriate to ambulance usage. NWAS launched its Choose Well campaign at five ambulance stations across the North West on 2 February 2010. To help promote the message, all of the Trust's ambulances, emergency and non-emergency vehicles, will be branded with the Choose Well logo. Emergency vehicles will carry the message: 'Please Keep this Ambulance Free for Emergencies'. Patient Transport Service ambulances will carry the message: 'Phoning an ambulance is no short cut to treatment'. Rapid response vehicles will also display bumper stickers promoting the campaign and selected ambulance stations will display banners supporting the campaign. Background Choose Well aims to direct people to the health services that can give them the fastest and most effective treatment from the most appropriate service; and to help ease the pressure on NHS services. One of the key messages is that A&E departments and 999 services are for those who are seriously ill or emergencies. The campaign asks people to think twice before calling 999; and gives information about the alternative services that are available, which may include: self-care, where possible their local pharmacist their local walk-in centre or minor injuries unit NHS Direct the National Pandemic Flu Service or their GP Choose Well promotes a positive message about the range of help and advice available. It aims to support A&E and ambulance services by freeing up vital resources and giving them the time they need to concentrate on patients who need their expertise. NHS Trusts and CCGs will be working together to promote messages to the public. Key Messages A&E departments and 999 services are for those who are seriously ill or emergencies If you are normally healthy there are a number of services that you can use to get fast and effective advice and treatment without an appointment that are free of charge. If you are normally healthy and you think you could have swine flu, use National Pandemic Flu Service to get advice and treatment. Do not go to your GP or an A&E department as you could spread the virus to others. But if you have an underlying health condition, are pregnant or the person concerned is a child under one, telephone your GP for advice.