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:
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.
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