Promoting health Checks to the over 40’s in East Sussex
East Sussex County Council commissioned Social Change to design and develop high-quality media assets for future NHS Health Checks and Cardiovascular Disease (CVD) prevention campaigns.
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The mission
A personalised, behavioural approach to health engagement.
NHS South Yorkshire Integrated Care Board (ICB) commissioned Social Change to increase engagement with diabetes services among people under 40 living with Early Onset Type 2 Diabetes (EOT2D). This group is growing and often under-served, facing stigma, misinformation and a lack of tailored support. Our task was to understand why people weren’t engaging with healthcare and create a campaign that would meet them where they are, on their own terms.
What we did
Behavioural insight, lived experience, and a journey that puts people first.
Working closely with NHS South Yorkshire ICB, we designed and delivered a two-phase behavioural science-led campaign:
Behavioural research and insight
We began with a structured scoping review and an insight survey involving nearly 500 respondents, including 103 people with EOT2D. Using COM-B, MINDSPACE and the Health Belief Model, we uncovered the psychological, emotional and practical barriers preventing engagement. These included stigma, a perceived lack of relevance, information overload and limited access.
Testing and co-creation
We developed and tested campaign concepts directly with people living with EOT2D. Participants highlighted the importance of trust, relatability, control and clear communication. They wanted to feel supported, not judged. Informed, not overwhelmed.
Campaign creation and delivery
We built Your Diabetes, Your Journey, a personalised, empowering campaign that reflects the real experiences of people with EOT2D. At its core is an accessible, evergreen online hub hosted on the NHS SY ICB website. It includes practical tools, self-management resources, wellbeing guidance and information on what to expect at check-ups. A full stakeholder toolkit, GP toolkit, and suite of social media assets ensured the campaign could be shared far and wide.
The impact
A campaign grounded in behavioural science and real-world needs.
Your Diabetes, Your Journey reached over 16,000 people on social media, with strong engagement on its website, especially in sections on everyday life, health and wellbeing. It has:
- Normalised early onset Type 2 diabetes through peer-led messaging.
- Reduced stigma and reframed seeking help as a sign of strength.
- Delivered practical tools, such as Patient Passport and check-up guides, to support engagement.
With future phases bringing new stories, resources and stakeholder input, the campaign will keep helping younger people with diabetes feel seen, supported and in control.
