Up and down the country the NHS was beset by ‘inappropriate presentations’ (over 20%). Our approach here was not to tell people what to do and insist that they only use A&E when appropriate. Research indicated that people wanted to make their own choices about where to go. Thus, we needed to educate people to make their choice the right choice. The illustration approach, which worked so well for Stop Smoking, was again successfully employed across local press, posters, mailers, GP pads and pharmacy bags.