NHS Ayrshire and Arran is launching a new campaign encouraging people to think before attending an emergency department.

The health board understands many people do not know where to go when they need access to healthcare.

Its new campaign is part of the larger Four Rs programme, which aims to make sure the "Right patient is seen at the Right place at the Right time with the Right clinician".

Emergency departments provide care and treatment for people with life-threatening emergencies and injuries.

The board advises the department does not treat conditions usually seen and better managed by a GP, nor does it provide second opinions, speed up tests and investigations or deal with chronic conditions.

Conditions that do not need the help of an emergency department may be redirected to more appropriate services.

The new campaign is seeking to eliminate the need for redirection and ensure the public know where to go in the first place.

Associate medical director Dr Crawford McGuffie said: "Increased attendances and long waiting times lead to added pressure on staff and the wider hospital system but most importantly can delay care for the people who really need it.

"Our key message is to let people know when is the most appropriate time to visit an ED, and what are the available alternatives."