Question to the Department of Health and Social Care:

To ask the Secretary of State for Health and Social Care, how much was spent on the Pharmacy First awareness campaign.

The Pharmacy First advertising campaign has now run on several occasions. Evaluation of the November to December 2024 campaign showed a measurable increase in public awareness and confidence. Awareness that pharmacies can treat Pharmacy First conditions rose from 71% to 79%, trust in advice from the pharmacy team increased from 61% to 70%, and the proportion of people saying they would use a pharmacy if they experienced a Pharmacy First condition increased from 32% to 37%.

The campaign was rerun between October 2025 and January 2026 to encourage people to seek treatment for seven common conditions at their local pharmacy, supporting continued efforts to relieve pressure on general practices over the winter period. The campaign used a wide range of media channels, including television, radio, outdoor advertising, social media, and online platforms. In 2025/26, NHS England spent £2.017 million on the Pharmacy First advertising campaign.