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The recent 'Treat Yourself Better' campaign, which promoted self-treatment of winter ailments as an alternative to seeking a GP prescription for antibiotics, has been deemed a success in terms of media coverage.

Rob Darracott, chief executive of Pharmacy Voice, which worked on the initiative with PAGB, said its impact would be evaluated. The push for the public to manage their symptoms themselves with pharmacy support is now being reinforced by the longer-term Dispensing Health campaign, which launched in January with support from many other healthcare organisations.