'Give the green cross lights a go' says Twyford pharmacy owner

A pharmacist in Twyford is calling for common sense after two lights that he installed either side of his shop has raised queries with villagers and planning officers at Wokingham Borough Council.

Olivier Picard, of Newdays Pharmacy, recently erected two, green cross signs either side of this business on Twyford’s High Street to alert members of the public to his medical services.

Placed at second-storey level height, they are electronically operated and display moving messages such as ‘ear wax removal’ and ‘travel vaccinations’ as well as giving the time, date and temperature.  

Upon the signs’ installation, villagers took to Facebook to discuss the newest addition to their high street.

"I do not like it. It is not in keeping with Twyford as a village," said one.

"Even in daylight it's very ‘in your face.’ Bit surprised for Newdays," said another.

"We work directly opposite and it is very distracting as it sits just above our screens so it’s in our eye line all day flashing away," remarked a third.

Newdays falls under the Twyford Conservation Area where there are planning protections in place.

According to Wokingham Borough Council, ‘advertisement consent has not been sought for this and it has been reported to the planning enforcement team who are investigating.’

Olivier feels that the situation has got out of hand as ‘the pharmacy cross’ is a recognised sign across the continent.  

“The cross is available across the whole of Europe. Every pharmacy in France and Italy have got it. It has never caused an accident, it has never been a problem. People who think it looks like a green traffic light probably shouldn’t be driving so I’m just a little bit hacked off at the noise that this is making,” he said.

Olivier has also noticed more and more pharmacies using the illuminated signs in the UK.

“I went to London last night where 50% of pharmacies have a green cross above the door and we don’t see any accidents in London because of the green crosses. This is all nonsense.

“The cross is there. Everybody loves it, except for two or three people who think that change should never happen. These people clearly have never gone out of Twyford or perhaps they think that Twyford is a special place.”

Of the comments shown in favour of the lights, one said ‘the temperature and time is really helpful’; and another added ‘I think they look great’ and someone who has seen these crosses in Europe mentioned: ‘ I personally think it’s a positive to see our community pharmacy advertising to highlight how important the support and help that our local pharmacy offers Twyford’.

Olivier said that the crosses will be used to convey messages about essential medical services and to also direct members of the public to the right address.

“People turn up late for their appointments because they go to the wrong pharmacy. I have people coming from Caversham who say ‘where are you?’ so we believe that the signposting is a positive development for the population.”

According to Olivier, pharmacies like Newdays will shortly be offering more services previously found at doctors’ surgeries.

“Soon we are going to have prescribing powers for urinary infections, impetigo, things like this.  

“We will be able to tell people we are doing this by saying ‘minor ailments’ and when we start the flu jab and the COVID vaccinations in the autumn I can just put ‘COVID vaccinations available now’ and people will be reminded that the service is on offer.

“People love the new sign and when I said ‘well, there is a chance that the council will make me take it down because of a few grumblers’,  they say ‘who do I need to write to say you don’t have to take it down’.”

Olivier said people are prepared to write to the council or make a petition.

“This is nonsense. I think the council is reacting to people who are shouting the loudest but actually a survey of it would mean that probably 90% of people are for it, 1% are against it and the other 9% are probably middle ground or don’t really care what’s happening.

“It is only on between the hours of 9am and 6pm. It is not on in the evening, it is not on through the night.

“It is an indication that the pharmacy is open and if you need primary care services from a pharmacy, walk in when the cross is on.”