NHS Stay Well – Winter Self-Care
Multi-channel public health campaign promoting winter self-care, providing practical advice and tools, adopted by multiple NHS organisations, with reach extended through rebranded recipe packs customised for local communities.
Public health communications
Campaign development | Behaviour change messaging | Content creation | Audience engagement | Multi-channel communications | Nutritional guidance
My role
Led the development of the campaign’s creative and communications approach, ensuring all materials were friendly, accessible, and designed to empower self-care. This included creating A5 recipe cards, designing a companion folder with health advice and service signposting, and producing social media content to reinforce key messages online. Collaboration with Ella Mills of Deliciously Ella enhanced the quality and appeal of the nutritional content.
Overview
Delivered as part of the NHS Stay Well winter campaign, the project aimed to reduce seasonal illness, support healthy lifestyles, and ease pressure on healthcare services through prevention and early intervention.
Approach
The campaign focused on practical, supportive messaging rather than alarmist health warnings. Key elements included:
- Nutritional, easy-to-follow winter recipes presented as A5 card
- A companion folder featuring winter health advice and clear NHS service signposting
- Engaging social media content to extend campaign reach and reinforce self-care messages
Impact
The campaign successfully provided tools and guidance for healthier winter living, helping people make informed choices about nutrition and self-care. Its effectiveness led to multiple NHS organisations commissioning rebranded versions of the recipe packs for their local communities, ensuring consistent, preventative health messaging across regions.
