Responding to the launch of a new advertising campaign by the government to encourage the public to comply with lockdown rules, NHS Providers deputy chief executive Saffron Cordery said:

"The government's new advertising campaign rightly highlights the vital role each and every one of us must play to try and bring down the rate of COVID-19 infections.

"Day after day, we have seen steep increases in the number of COVID-19 cases and the number of patients being admitted to hospital.

"The effects of the pandemic are being felt right across the health and care system, with hospitals, ambulances, mental health and community services – and the dedicated staff who work in them – under relentless pressure.

"The roll out of the vaccination programme means there is an end in sight, but the pandemic is far from over. Now is not the time for complacency.

"Following the lockdown rules will prevent unnecessary deaths, reduce patient harm, and help ensure the NHS can care for all patients, COVID and non-COVID."