A regional campaign celebrating NHS staff, services and patient experiences across Birmingham, the Black Country and Solihull has reached almost one million people, shining a spotlight on the real stories behind local healthcare.
The #OneWeekInHealthcare campaign ran from 9–15 March 2026 and aimed to help people better understand how to access the right care, highlight innovation across the system and celebrate the staff delivering care every day.
The campaign brought together NHS trusts, community services, local authorities and emergency services to tell a collective story about modern healthcare, from virtual wards and specialist services to community mental health support and alternatives to hospital attendance.
During the campaign:
· 158 pieces of content were shared across partner channels
· Content generated almost 950,000 in reach
· More than 10,400 interactions took place.
Some of the strongest engagement came from authentic stories featuring patients and frontline staff. Short-form videos proved particularly effective in helping people understand how services work and the difference they make.
Highlights included:
· A community nurse sharing how care is delivered to patients in their own homes
· A patient explaining how a virtual ward supported their recovery outside hospital
· Specialist teams explaining complex procedures in simple and accessible ways
· Community organisations highlighting mental health and wellbeing support available locally.
These people-first stories helped audiences connect with healthcare on a human level while improving understanding of the options available to them.
Sally Roberts, Chief Quality Officer, and Chief Nursing Officer for NHS Black Country ICB and NHS Birmingham and Solihull ICB said: "#OneWeekInHealthcare gave us a fantastic opportunity to show the public the breadth of services available across Birmingham, the Black Country and Solihull and, most importantly, the incredible people who deliver that care every day. What made this campaign particularly powerful was the way our organisations worked together to tell one shared story about healthcare. By focusing on real patient experiences and the dedication of our staff, we were able to build understanding and trust in local services. We know that helping people understand how to access the right care is essential to improving experiences and reducing pressure on urgent and emergency services, and this campaign has helped support that ambition."
To find out more about local NHS services and how to access the right care visit our website.
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