Shot of a young woman blowing her nose with her boyfriend in the background

PAGB: Self Care Campaign


To kick start a national debate around the self care of minor ailments, balancing the objectives of medicine providers with the legitimate views of health professionals working in primary care concerned by inappropriate access of NHS resources.


Research undertaken by IMS Health showed that GP consultations for self-limiting conditions that could be self-treated were costing the NHS an estimated £2 billion.  We worked with an advocacy group of clinical and nursing leaders as well as PAGB members, and produced a white paper, ‘Self Care: An Ethical Imperative’, co-signed by advocates from royal colleges, professional bodies and membership organisations.

We identified and prepared members of the Self Care Forum to manage challenging media interviews, developing messages that reflected the IMS Health research had been funded by the PAGB but that their clinical views were independent and based on their personal experiences.

We reached 25 million people

We reached 25 million people


The campaign launch was headline news across every major print and broadcast channel for 24 hours post-launch, driving a debate that continued for days. We delivered on message coverage to the value of more than £2m, providing more than 25 million opportunities to see, an ROI of 2,000%. Message replication ran at 80% and spokespeople were comfortable with their media experiences.

"I have never been part of such a well orchestrated campaign, nor felt better supported." Dr Michael Dixon OBE, former chair, NHS Alliance

“Working with Salix has been a complete joy. They have a can-do attitude that is refreshing and their hard work and dedication to delivering our project objectives made us want to continue with them. Their enthusiasm is infectious and this, teamed with their fabulously clever communications ideas, are truly inspiring.”

Libby Whittaker, policy and public affairs, Proprietary Association of Great Britain