Just One Norfolk for families

24/7 health information support

Status: Completed


Parents report a lack of confidence in assessing their child’s health needs or selecting appropriate healthcare routes and cite consultation information as hard to digest and recall.

This could be due to English being a second language, low literacy levels and/or if the parent felt distressed or distracted. In England, 43% of adults don’t have the adequate literacy to make the best use of everyday health information.

The challenge was to make easy to understand health information readily available 24/7, both to support consultations, reduce unnecessary appointments and the need for out of hours support from a health or care professional.


Eastern AHSN and Cambridge Community Services NHS Trust (CCS) worked with charity Best Beginnings to fund the development and design of www.JustOneNorfolk.nhs.uk to provide free 24/7 access to health and care information for all parents in Norfolk.

The multimedia educational initiative empowers Norfolk parents to support the optimum health and wellbeing of their children (0-19 years). It is available in multiple languages and contains interactive resources, peer support, quizzes and games to encourage learning. Parents and children can also access confidential support telephone lines or text chats. The Just One Norfolk website is also integrated with the Baby Buddy app by Best Beginnings.

Eastern AHSN supported the organisation to get insights from a maternal support group, developed a strategic communications plan to drive engagement for the launch and secured a shortlisting for the initiative in the 2019 Health Tech Awards. The commercial team are now using their expertise to develop a business model and enable the adoption and spread of this initiative across the UK.


Since launch the site has achieved over 85,000 users and indicates over 12,000 active users. Videos are a highly popular format and on average, after watching one video users went on to watch two or three more.

Independent evaluation commissioned by Eastern AHSN from the University of Essex established:

  • Surveyed parents reported an increased confidence in managing their child’s health (Patient Activation Measure) by 3.8 points and 5.6 points respectively, with 27% and 45% increasing by at least one level
  • A quarter of professionals reported a reduction in unnecessary appointments. A reduction in unnecessary appointments of 8% in some practices equates to a potential annual saving of £522,784 across the region
  • 88% of professionals reported the online resources replaced the need for printed materials

The resource has been utilised predominantly by non-English speakers, with Polish, Portuguese and Spanish being the most translated languages.

The website was highly commended at the Health Tech Awards, Self-Care Week Awards and the Leading Healthcare Award 2019 for Innovation of the Year.

Who was involved?

This project was delivered in partnership between Eastern AHSN, Cambridgeshire Community Services NHS Trust (CCS), Norfolk County Council and Best Beginnings.

Dr Louise Jopling Eastern AHSN Commercial Director
Find out more

To find out more about Just One Norfolk, contact Dr Louise Jopling, Commercial Director at Eastern AHSN: [email protected]



1 d6 Rowlands, Protheroe, Winkley, et al. (2016), A mismatch between population health literacy and the complexity of health information: an observational study. British Journal of General Practice, 65(635): e379-e386

Why this impact story is relevant to you


We can share insight on the kind of innovations we need the most, and how your idea fits in.

We can help you navigate the innovation cycle and map your pathway to deliver real health impact.Get involved

Patients and members of the public

We are helping empower patients to manage conditions and access the best healthcare information possible.Get involved

Healthcare providers

We build lasting partnerships to deliver maximum benefits for all, and unlock funding to make change happen.Get involved