An innovative, proactive intensive one-day event facilitated by Wounds UK was held in Manchester aimed at healthcare workers with a passionate focus on the arena of wound care, particularly the pivotal agenda of avoidable pressure ulcers. The event focused on the reality of the day-to-day challenges that clinicians face in the achievement of performance indicator targets alongside reduced resources, increased patient complexity and the priority of the professional need to provide high standards of pressure ulcer prevention and treatment regimes to both the patient and carer.