AN EYE-catching poster campaign is hoping to take the drama out of minor illnesses by encouraging more people to go to pharmacists for medical advice.

The ‘Help Us, Help You – Get it seen to’ campaign mimics classic horror film posters, with one showing a bloodshot eye with the title 'Night of the itchy eye'.

It is to raise awareness that pharmacists are qualified healthcare professionals who can provide support and advice for minor illnesses, with no need for an appointment.

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Dr Ed Capo Bianco, urgent care lead at Oxfordshire Clinical Commissioning Group, which funds health services across the county, said: “Our local pharmacists offer clinical advice and over-the-counter medicines to effectively and safely manage a range of minor illnesses such as coughs, colds, sore throats, earaches, itchy eyes, tummy troubles, aches and pains and many more.

"If symptoms suggest it’s something more serious, pharmacists have the right clinical training to ensure people get the help they need immediately and can refer patients to a GP or A&E where necessary."

Every pharmacist trains for five years before they qualify, and is trained in managing minor illnesses.