University Hospitals of Morecambe Bay NHS Foundation Trust (UHMBT) has launched its Winter 2025/26 Health Communications Campaign, encouraging the public to stay well, get vaccinated and use NHS 111 online to get the right care at the right time.
The campaign comes as the NHS prepares for another busy winter, with high demand expected across Emergency Departments (EDs), ambulance, mental health and community services.
This year’s campaign includes:
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Promoting NHS 111 online for urgent but non-emergency medical advice
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Raising awareness of the NHS 111 ‘Select Mental Health’ option for people in crisis
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Supporting uptake of flu, COVID-19 and RSV vaccinations
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Encouraging people to use Pharmacy First and self-care advice
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Sharing tips to stay well, warm and connected during winter
NHS 111 online is available 24 hours a day and can quickly direct people to the most appropriate local service — such as a pharmacy, GP appointment, urgent treatment centre, or a clinical call-back. People experiencing life-threatening emergencies should continue to call 999 or attend A&E.
The expanded NHS 111 mental health option allows callers to select Option 2 and be connected directly with local mental health professionals who can offer immediate support, advice, and access to crisis services.
Helen Skinner, Chief Medical Officer, UHMBT, said: “Winter can be challenging for everyone, but we want people to know that the NHS is here for them — whether they need physical or mental health support. Using NHS 111 online helps ensure people get the right help quickly and it also allows our emergency services to focus on patients who need urgent care.”
People eligible for free flu, COVID-19 or RSV vaccination are urged to book their appointments as soon as possible. Vaccinations can be booked through the NHS App, the National Booking Service, or by contacting a local pharmacy.
The campaign also forms part of a wider Lancashire and South Cumbria programme designed to support people to stay well this winter.