You can’t ignore health inequity
Health inequity remains one of the greatest challenges for healthcare systems in the UK, Europe and globally. The World Health Organization points to plenty of evidence that social factors, including education, employment status, income level, gender and ethnicity have a marked influence on how healthy a person is. At Curious Health, we’re actively working to address the problem through what we call “purpose-built work”.
Setting targets and measuring the impact
It’s not enough to vaguely point to “wanting to do something about reducing health inequity”. Every year, we set clear targets to ensure issues of inequity are considered in our briefs and campaigns. In 2024, we introduced a formal KPI: more than 70% of our responses to client briefs should address inequity. Our latest figures show that, so far, issues of health inequity have been considered in 78% of our projects.
70%
was our target of client work that tackles health inequity.
78%
of our responses to client's briefs so far address inequity.
How we seek to tackle health inequity
Curious Health was founded on the belief that better questions lead to better answers and meaningful change. It’s fair to say our team cares deeply about purpose-built work. They take part in regular training to dig deeper into the issues, exploring the context, audience, and messaging for every project. We ask questions such as:
- What specific health inequities exist in the target community?
- Are we using inclusive, culturally appropriate language?
- Are we collaborating with community organisations and those with lived experience?
- How can we ensure our work is accessible and impactful for all?
We also take time to leave our laptops behind and go to events that focus on health equity to make sure we’re continually evolving our approach . Whether it’s a documentary screening examining the inequalities deepened by the COVID-19 pandemic, a lecture on reproductive justice, or a panel discussion confronting inequalities in missingness in primary care, we seek out spaces where tough questions are asked so we can ask better questions in our work.
We work closely with people directly affected by the health conditions we’re focusing on, patient groups, community organisations, local leaders, and a diverse range of healthcare professionals to inform the strategy and delivery of our purpose-built work.
We centre the voices of those with lived experience and strive to remove barriers, whether that’s language, literacy, or digital access (no, not everyone is online!).
We want to make sure that we are delivering on our promise, so we use both quantitative and qualitative measures, tracking changes in audience sentiment, collecting testimonials and other behaviour change signals to measure the impact of our work.
Read more about our perspective on an issue of health inequity, vaccine equity.
Curiosity drives change
Collaboration and community
Measuring what matters
Curiosity drives change
Curious Health was founded on the belief that better questions lead to better answers and meaningful change. It’s fair to say our team cares deeply about purpose-built work. They take part in regular training to dig deeper into the issues, exploring the context, audience, and messaging for every project. We ask questions such as:
- What specific health inequities exist in the target community?
- Are we using inclusive, culturally appropriate language?
- Are we collaborating with community organisations and those with lived experience?
- How can we ensure our work is accessible and impactful for all?
We also take time to leave our laptops behind and go to events that focus on health equity to make sure we’re continually evolving our approach . Whether it’s a documentary screening examining the inequalities deepened by the COVID-19 pandemic, a lecture on reproductive justice, or a panel discussion confronting inequalities in missingness in primary care, we seek out spaces where tough questions are asked so we can ask better questions in our work.
Collaboration and community
We work closely with people directly affected by the health conditions we’re focusing on, patient groups, community organisations, local leaders, and a diverse range of healthcare professionals to inform the strategy and delivery of our purpose-built work.
We centre the voices of those with lived experience and strive to remove barriers, whether that’s language, literacy, or digital access (no, not everyone is online!).
Measuring what matters
We want to make sure that we are delivering on our promise, so we use both quantitative and qualitative measures, tracking changes in audience sentiment, collecting testimonials and other behaviour change signals to measure the impact of our work.
Read more about our perspective on an issue of health inequity, vaccine equity.
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