The NHS has launched its £1m nation-wide advertising campaign to help people 'consider the full range of healthcare options available to them' before calling an ambulance or heading for accident and emergency. The campaign features a medicine cabinet with the contents highlighting options, including looking after yourself and using local pharmacies. Chief medical officer Professor Liam Donaldson used the launch to stress the need to take pressure off emergency services, while chief nurse Sarah Mullally plugged nurse-led telephone helpline NHS Direct.