SA Health Launches Innovative Campaign to Reduce ED Presentations

South Australia has launched a new campaign that urges younger people to go to a pharmacy or GP rather than the Emergency Department for minor ailments. The Is It Really An Emergency? campaign uses images of group text messages and memes to reinforce what is and what isn’t an emergency.

The campaign’s timing aligns with increased unnecessary ED presentations synonymous with the winter season. 

Minister for Health and Wellbeing Stephen Wade said the innovative campaign focuses on 18 – 34 year-olds and asks them to carefully consider the best health care option available to them. 

“Patient data shows that about 70 per cent of people who present to EDs in South Australia do not need to be admitted to hospital, however the number of people presenting to EDs continues to grow,” Minister Wade said.  

“A significant proportion of that group are people aged 18-34 who do not require acute care and can be safely treated in a community setting.

This campaign really drives home the message that some health issues can be resolved without coming to hospital and some ailments such as coughs and colds can be easily treated within the community without a visit to ED.

“However, it also demonstrates that real emergencies, such as chest pain or shortness of breath, should be treated seriously and require urgent treatment.”

Click here to learn more about the campaign or watch the video below.