Supporting the NHS: The role of engaging and impactful communications

Understanding the challenges

Lord Darzi’s report, commissioned by the new Labour government in July 2024 and published in September 2024, provides an expert understanding of the current performance of the NHS across England. The independent investigative report identifies several key areas for improvement, particularly in addressing the underlying causes of ill health through:

• Prevention: Invest in public health (where funding has been cut)
• Tackling inequalities: Address poorer health outcomes in lower socioeconomic and certain ethnic groups
• Lifestyles: Promote healthy living to reduce chronic disease.

The power of prevention

This insight blog, my first of three reflecting on Lord Darzi’s recommendations, looks at how strong public health campaigns clearly improve our health.

Prior to joining Creative Bridge in November 2024, I’d spent 40 plus years working in healthcare and health and justice settings. First as a qualified nurse and then as a business development expert and strategic health leader addressing health inequality and measuring social value. In this time, I’ve seen first-hand the impact of where effective and engaging communications make all the difference.

For example, the success of anti-smoking campaigns, with their multi-faceted approach, has led to a significant decline in smoking rates and a substantial reduction in cardiovascular disease and cancer-related deaths.

In 2022, Creative Bridge led a behaviour change communications campaign, #MumsCan, which was commissioned by West Yorkshire Health and Care Partnership (WYHCP) to support pregnant women to access smoking cessation services. Informed by a best practice literature review and insights from local pregnant women and health care professionals, the campaign focused on a woman’s autonomy and self-belief that – with support – positive health choices and change are possible. The campaign was successful in helping WYHCP to understand their audience and target them more efficiently. It helped to secure buy-in from partners, health professionals and regional communication teams.

In contrast, weak action and unclear messaging on obesity, along with a failure to hold the food industry accountable, have been detrimental. In 2019, the “Obesity: the new smoking” campaign drew criticism for stigmatisation. Consequently, childhood obesity and adult inactivity remain high, driving a diabetes prevalence increase from 5.1% in 2008 to 7.5% in 2022.

Alcohol-related deaths are also rising again, despite initial stabilisation from measures like stricter drink-driving laws and minimum unit pricing. Increased affordability and the COVID-19 pandemic, which saw a 10.8% annual increase in deaths between 2019 and 2022, have fuelled this resurgence.

The case for public health funding

An old adage rings true: prevention is better than cure. I’d go a step further and say prevention is demonstrably superior to cure. Public health interventions aimed at preventing illness are significantly more cost-effective than treating avoidable chronic conditions.

For instance, the NHS-funded Diabetes Prevention Programme, which uses educational handbooks and resources, activity trackers and interactive tools and platforms, boasts a near 40% reduction in type II diabetes risk, exemplifying the immense potential of preventative measures.

However, public health funding for local authorities has been significantly reduced over recent years. The Health Foundation’s analysis revealed a substantial cut exceeding 25% in public health grants between 2015 and 2024. These cuts disproportionately impact deprived areas, where residents already experience significantly shorter lifespans.

The transformative potential of public health investment

By investing in public health and prioritising preventative measures, we can:

• Reduce premature mortality: Extending lifespans and improve quality of life
• Narrow health disparities: Addressing the inequities that disproportionately impact disadvantaged communities
• Minimise time spent in ill health: Enabling people to live longer, healthier lives.

These gains will fortify the healthcare system, ease the strain on the NHS and social care, and empower a more productive workforce, thereby fuelling economic growth.

The role of engaging and impactful communications

Delivering this vision requires sustained political commitment, strategic investment, and collaborative efforts to effectively communicate with and engage the public on health-promoting behaviours.

Everything we do here at Creative Bridge is about making change for social good and delivering measurable change, regardless of who you are or what sector you work in.

I’ve seen firsthand how a psychologically-informed approach helps clients understand that change is about behaviours – what people think, feel, say and do – not just process.

Whether shaping culture, connecting people or creating engaging communications, we empower clients to create meaningful, lasting change by understanding the ‘why’ behind human action. If you’re ready to explore how a psychologically-informed approach can drive positive impact for your organisation, we’d love to connect.

Contact Sarah at Creative Bridge to discuss how we can work together and benefit from our expertise in creating high-quality, engaging and impactful communications.