NHS West Midlands is urging people to use the 111 service this winter.

The call from the health service comes as it launches its annual campaign to deliver the safest possible care during the colder months.

The campaign will feature adverts across online video, radio, podcasts and social media.

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In September alone, more than 100,000 people in the Midlands used the 111 service, with more than half of those residing in the region.

Of those who accessed the service, 6,553 were referred to and sought emergency treatment.

Dr Jessica Sokolov, NHS Midlands medical director, said: "As last week's freeze made clear, winter is coming to the Midlands and, with it, increased demand on our urgent and emergency care here.

"This winter, use NHS 111 first if it isn't an emergency.

"The NHS 111 service can assess and direct people to the most appropriate local service, and, if needed, it can arrange a call back from a nurse, doctor or paramedic."

Use of the 111 service is encouraged to help reduce unnecessary A&E visits or 999 calls, leaving the resources for life-threatening emergencies and serious injuries.

The service is available 24 hours a day, seven days a week.

NHS statistics suggest that up to two-fifths of A&E attendances could be avoided or treated elsewhere.

Similarly, nearly one in six 999 calls in England last month was resolved with clinical advice over the phone.

The 111 service can guide individuals to the most appropriate local service, including urgent treatment centres, GP practices and consultations with a pharmacist.

It can also provide self-treatment advice over the phone.

This year, the NHS began offering crisis mental health support through the 111 service.

People of all ages can select a mental health option when calling to speak to a trained mental health professional.

This change aims to improve mental health provision and ensure timely care for patients.

The 111 service also caters to language needs, with an interpreter service available, and British Sign Language (BSL) users can contact 111 using the NHS 111 BSL interpreter service by visiting 111.nhs.uk.

For more information, visit www.nhs.uk/111.