Healthcare organisations from across Birmingham, the Black Country and Solihull are coming together to give the public a behind-the-scenes look at local services as part of a digital campaign, One Week in Healthcare.
Hosted by NHS Black Country Integrated Care Board (ICB) and NHS Birmingham and Solihull ICB, the week-long campaign will run from 9 to 15 March 2026, the coordinated week-long feature will see NHS staff and partners share photos, short videos and stories on social media, highlighting the range of roles, services and real-life situations they work with every day.
Across the week, the campaign will shine a spotlight on frontline and support staff, demonstrate how organisations work together as one system, promote the appropriate use of services, and reinforce key winter and seasonal health messages.
Each day will focus on different aspects of local health and care, including:
- Getting people the right care, in the right place, first time – including ambulance services, NHS 111, urgent mental health support and clear alternatives to A&E
- Bringing hospital-level care closer to home – with virtual wards, same-day emergency care and specialist teams treating patients safely in their own homes
- Making it easier to access primary and community care – from GP teams and community nurses to Pharmacy First services, urgent dental care and the NHS App
- Supporting mental health and wellbeing – through crisis pathways, talking therapies and locally commissioned wellbeing services
- Reducing waits for planned treatment – expanding day-case surgery, robotic-assisted procedures and same-day treatment services to help patients get care sooner
- Preventing illness and spotting problems earlier – through targeted screening programmes, respiratory services, falls prevention and community health education
- Helping people leave hospital sooner and recover well – with joined-up working across community teams, local authorities and the voluntary sector
- Celebrating the teams behind the scenes – recognising the clinical experts, health advisors and specialist staff who keep services running and patients safe
The campaign aims to give residents a realistic picture of a typical week in healthcare, while improving understanding of where and how to access care.
Sally Roberts, Chief Quality Officer, and Chief Nursing Officer for NHS Black Country ICB and NHS Birmingham and Solihull ICB added: “This campaign is about celebrating our staff and partners, while also being transparent about the pressures within our system. Health and care are not just hospitals – it includes mental health teams, community services, primary care, local authorities, voluntary services and many vital roles behind the scenes. By sharing real stories, we want to build trust, highlight collaboration and remind residents how they can access services appropriately, particularly during busy seasonal periods.”
In addition to showcasing staff and services, the campaign supports wider demand management messaging – encouraging use of NHS 111, community pharmacies, vaccinations and screening services where appropriate.
By working together across Birmingham, the Black Country and Solihull, partners aim to strengthen cross-system communications, improve transparency and continue building public confidence in local health and care services.
Residents can follow the campaign on local NHS and partner social media channels from 9 March using the hashtag #OneWeekInHealthcare.
