Knowsley Public Health wanted to ensure that taking care of children’s health is a key priority across the borough. They needed a new approach to encourage and empower residents to take care of their own and their family’s health.
During the insight gathering process it became apparent that it would be important to harness the power of local matriarchs (mums, grandmas, sisters, aunts and daughters), who were highlighted as powerful influencers. We also established that a traditional promotional campaign was not going to be the best way to connect and engage with the target families.
In light of the insight and a collaborative development process with a wide range of local stakeholders we developed Mums for Health – a peer-led community of local mums who give each other support, encouragement and advice on health and wellbeing matters. The emphasis was on being a trusted and supportive environment for mums to be and mums with young children. Promotion was focused on encouraging word-of-mouth - online via social media and by volunteers and local services providing support.
The Mums for Health network grew to over 300 mums and carers regularly interacting online and face-to-face, and with active engagement from 45 local services. A community connector and group of trained volunteers helped facilitate and support the network interaction.