Excellence in Communications - Payers/Policy Makers

Summary of work

Self-care has a central role to play in helping people to live well and take control of their own health. Yet momentum to drive forward national policies to encourage self-care for minor health concerns has been stifled in recent years. Politicians have historically steered away from suggesting that the NHS should not always be the first port of call. Healthcare professionals have been cautious of losing oversight of their patients. Poor health literacy amongst the general public has prevented people from accessing the healthcare they need at the right level.

Recognising the challenges to advancing the self-care agenda, PAGB (Proprietary Association for Great Britain) resolved to overcome them and drive greater recognition of the opportunity of self-care and the need for policymakers to support it. Through collaboration with healthcare professionals and political champions, PAGB’s work helped to unlock a number of significant policy wins to support people to care for themselves, including the extension and expansion of the ‘Stay Well’ self-care campaign.

Judges' comments

The infographic and data behind the PAGB campaign were very compelling. They had good outcomes and strong testimonials. It will be interesting to see how this campaign develops.