Repeat prescriptions make up 75% of all NHS prescriptions. Insight from a previous engagement exercise suggested that some people feel they must keep ordering medicine, even if they no longer need it.

In summer 2025, we invited people aged 60 to 79 who take two or more repeat prescriptions, along with their carers, to help shape a communications campaign aimed at reducing medicine waste. We ran an online survey, hosted two focus groups, and spoke to people at a Southwark Carers event and a Bexley South Asian Heritage event.

We collected lots of useful insight. You told us you think this issue involves shared responsibility between prescribers and patients and/or their carers. You asked for a simple message and clear visual design, with guidance on reordering medicines. You notice ads across a range of channels including bus stops, healthcare settings and community venues.

Update

This March 2026, we're teaming up with other NHS integrated care boards across London to launch a multichannel campaign to help people only order the medicines they need and reduce waste.

The focus is on people in London aged 60-79 who are on two or more repeat prescriptions, and/or their carers. There will also be an uplift in activity aimed at Asian (Bangladeshi and Pakistani) and Black/Mixed communities. This is because:

• repeat prescriptions make up 75% of all items supplied to patients
• repeat prescriptions are highest in these age and ethnic groups.

The campaign will be supported by GP practice and pharmacy teams.

Paid advertising will run across YouTube, Facebook, Gold Radio London and at targeted bus stops. We will also place ads in council magazines and community ethnic media such as The Voice, Bangla Post, Daily UK Times and Gujarat Samachar.

Keep a look out for the materials you helped design.