Your MaccWeb
Macclesfield Brother And Sister Star In Nationwide Video Campaign
By Camilla Sutcliffe, NHSW
Nov 7, 2011, 08:53

A brother-and-sister acting duo from Macclesfield are set for internet stardom after appearing in a series of NHS films highlighting some of the most inappropriate reasons for patients attending A&E.

Charlie Holliday, 19, and her brother Sam, 17, of Pott Shrigley, appear in videos designed to hammer home the message that A&E and 999 teams should be free to deal with life-threatening and serious conditions, such as heart attacks, strokes, serious accidents and breathing problems.

Commissioned by NHS North West, the series of three videos feature real-world examples of A&E cases, and remind viewers that their community pharmacists are a far more appropriate first port of call in the case of very minor illness or injury. The action focuses on patients in the waiting rooms, and the viewer can’t tell until the end of the films whether they’re in a vet’s surgery, X-factor audition, beauty salon – or a hospital.

Charlie’s character is in the waiting room, becoming increasingly bemused in conversation man who is hoping the A&E teams will be able to treat his poorly pet dog. In another episode from the series, Sam plays a teenager suffering a mild stomach upset, whose overbearing mum is determined that he should be seen by senior emergency doctors.

The pair took part in the films as part of an ensemble cast featuring members of the Manchester School of Acting, which they attend, as well as NHS staff members. All the actors gave up their time free of charge.

Charlie, who is studying theatre at York St John University, said: “It was a great experience to be involved in such a fun project, particularly one with an important message behind it, and working with a dog on set was a really good laugh.

“I couldn’t believe that people really came to A&E with their pets, but the NHS staff we worked with told me these things really do happen.

“After they’ve seen the videos, I hope anyone trying their luck like that will see the error of their ways and get in touch with the vets instead!”

Sam, an apprentice joiner, added: “This is my first acting role since leaving school and joining the Manchester School of Acting. I’m really pleased to be involved in something with the potential to reach so many people, even though they will all be watching me talk about diarrhoea!”

More than 400,000 people inappropriately attended A&E departments in the North West in the last 12 months, costing the NHS almost £21 million. All of them could have been treated and advised by their local pharmacist or GP, or could have looked after themselves at home.

The videos, available on Youtube, will be distributed “virally” through social media, and NHS North West is appealing for all NHS workers to post them to their Facebook and Twitter profiles. They are also being distributed for display at leading supermarket and pharmacy chains across the UK as part of the NHS’s annual “Choose Well” campaign.

Dr Mike Cheshire, Medical director for NHS North West, said: “I’m delighted that so many North West actors have given up their time to take part in this venture. The tales told in the videos are very funny, but the real joke is that they are actually based on true stories - lots of people really do arrive at A&E departments expecting to receive emergency treatment for broken nails, minor stomach upsets, and even medical examination of their pets!"

“The videos will make everyone chuckle, but there are very serious issues behind them. Every single attendance at A&E costs a minimum of £59, and recent research suggests that as many as one in four people who attend A&E could have been treated by their pharmacist or GP, or did not need any form of medical intervention.

“That puts an enormous and unnecessary strain on the NHS as a whole, and not just in financial terms. Every minute than an A&E doctor spends treating very minor problems reduces the time they can spend attending to those who have suffered heart attacks, strokes and life-threatening injuries.”

Stephen Fishwick, Head of External Relations at the National Pharmacy Association, said: “The National Pharmacy Association is backing NHS North West’s videos, and they are being launched to coincide with our annual Ask Your Pharmacist Week, which this year is being used to highlight the fact that community pharmacies provide a range of support beyond dispensing medicines.

“For any minor illness or injury, the local pharmacist should be patients’ first port of call. Pharmacists can give plenty of advice and reassurance, recommend medicines and dressings, and provide ongoing support as people recover. We know many people don’t realise this, and projects like this one do a fantastic job in raising awareness.”

For more information, contact the NHS North West Communications Team on 07824 463 578.