NHS England has launched a campaign urging people to use 111 services this winter.
The campaign will run across online video, radio, podcasts and social media.
The launch comes as the NHS ramps up its plans to deliver the safest possible care this winter, including the delivery of millions of winter vaccines, smarter use of data, and more care in the community including virtual wards and urgent community response teams.
Professor Julian Redhead, the NHS's top A&E doctor emphasised advice for people to use use 999 or A&E services for life threatening emergencies and serious injuries, but otherwise to call 111 or use 111 online or via the NHS App.
It is estimated that two-fifths of A&E attendances are avoidable or could be better treated elsewhere.
Nearly one in six 999 calls last month were completed with clinical advice over the phone, up by more than 150 per cent since before the pandemic, with more senior clinicians being recruited to call centres.
Professor Julian Redhead, NHS national clinical director for urgent and emergency care, said: “As we approach the busiest time of year for A&Es, we want to make sure that all patients are getting the safest possible care which is why we are launching our campaign encouraging everyone to ‘get to the help they need’ by using NHS 111 online or telephone services this winter.
“We know that up to two-fifths of A&E attendances could be better treated elsewhere, as well as one in six calls to 999 just needing advice over the phone, so I really want to encourage everyone to use our free, around the clock 111 service that can give millions of people this winter fast, safe and easy access to the advice or treatment they need.
“Our plans for winter include easier access to urgent treatment centres and community care, and so whether 111 gives you over the phone clinical advice, directs you to a pharmacist, GP team or community provider, or arranges a call with a nurse or paramedic, by using it you can help us ensure everyone is getting the care they need.
“And as ever, it is vital that the public use 999 and A&E in life threatening situations.”
Health minister Karin Smyth said: “We’ve protected A&Es from strikes this winter and are supporting the NHS to cope with winter pressures – but with a busy season ahead, it’s important people only attend A&E for emergency care.
“With 85 per cent of calls answered in under a minute, NHS 111 provides rapid access to expert advice on a range of health concerns.
“By using NHS 111 first, people will be quickly directed to the most appropriate care, whether that’s an urgent treatment centre, pharmacy, or emergency services.
“Through our Ten Year Health Plan we will deliver the fundamental reforms to make the NHS fit for the future, all year round.”
