Wellbeing MOT
PHE, UK GOVT.
Reframing health for men through trusted editorial environments, practical language, and interactive discovery.
Strategic focus - Deliver public health messaging through trusted men’s publishing environments, using familiar language, interactive formats, and behavioural insight to drive deeper engagement and completion among hard-to-reach midlife audiences.
Public Health England's "How Are You?" programme had a familiar challenge; reaching men in midlife who had long since tuned out traditional health messaging. Instead of pushing institutional advice, we designed a strategic distribution partnership across male-skewed publishing networks where audiences were existed.
Content was written with a softer,…
Outcome
- Delivered 187% Nielsen brand uplift for the flagship How Are You? creative.
- Engaged more than 2M adults through a behaviour-change assessment journey.
- Distributed six multi-phase campaigns across 40 trusted publisher environments.
- Used editorial context and everyday language to make public health feel relevant rather than institutional.
- Won at The Drum Awards for Best Use of a Content Marketing Platform.
Contribution
- Led creative and strategic direction across Public Health England, DfE and Metropolitan Police programmes.
- Developed the Wellbeing MOT narrative and interactive content architecture.
- Wrote government-compliant editorial and interactive copy throughout.
- Designed content to drive reflection, completion and behaviour change.
- Led publisher distribution, targeting, optimisation and retargeting strategy.