Digital Champion, Manjot Atwal, has been leading a pilot programme which is using together existing, high footfall community events to promote digital inclusion. By tapping into the hugely successful parkrun events, the Digital Champions team have engaged with over 200 people at two pilot events, raising awareness of the benefits of the NHS App and building confidence in digital health tools.
When Manjot Atwal spotted a ‘We are a parkrun practice’ poster during a practice visit, it sparked an idea. As a keen runner and parkrun participant, Manjot knew that parkrun is more than just a weekly 5k. It is a community built on inclusivity, wellbeing and social connection, welcoming people of all ages and backgrounds. Parkrun could therefore be an ideal, trusted setting for reaching people and having conversations about health, wellbeing and digital access.
Our approach
We got in touch with parkrun Health Inclusion Lead, Halima Khan. She immediately recognised the potential, and together we began to plan a pilot NHS App session at a parkrun.
Halima involved some key individuals in what was to become a successful partnership:
- Rachel Gould – Regional Event Ambassador
- Natalie Jackson – Supporting Leamington parkrun volunteers
- Alison Clark – Supporting Bedworth parkrun volunteers
We sought the support of Dr Hussain, a local GP and well-known TV doctor, lifestyle medicine advocate and a parkrun ambassador. His involvement brought additional credibility and enthusiasm to the project.
As a team, we agreed to start with a pilot and selected two local locations:
- Leamington parkrun – larger-scale (700+ participants)
- Bedworth parkrun – smaller-scale (200+ participants)
This would allow us to test the concept across communities of different sizes and gather valuable feedback before considering future expansion.
We contacted local GP practices and the Primary Care Network (PCN) staff associated with the parkrun communities to:
- Raise awareness of the initiative
- Promote Digital Champion services
- Invite practice representatives to support on the day
We promoted the events across social media, and prepared leaflets to handout, covering step-by-step guidance on downloading the NHS App, information on key features and benefits, and details on how the app can help people manage their healthcare more effectively.
Maximising impact on the day
We set up a highly visible NHS App support station, staffed by Digital Champions ready to:
- Support people with downloading the NHS App
- Assist with account setup and verification
- Demonstrate key features
- Answer questions and troubleshoot common issues
- Promote wider digital health and inclusion support services
We introduced a simple way to record interactions and gather information on NHS App adoption amongst attendees. Everyone we spoke with we dropped a token in one of two collection boxes, based on whether they already had or did not have the NHS App.
To generate interest and encourage participants to visit us following their run or walk, Dr Hussain kindly addressed participants at both events before the start, to explain:
- Why the NHS App support team was there
- The support available on the day
- How the app can support people of all ages in managing their health and wellbeing
In Leamington, members of a practice Patient Participation Group (PPG) were also present to support. Their involvement provided additional opportunities for engagement and helped conversations.
Engagement and reach
Across the two pilot events, we engaged 242 people in conversations about the NHS App, of which 16% did not yet have the NHS App.
Leamington parkrun: We spoke to 166 people, of which:
- 139 participants already had the NHS App 😊
- 27 participants did not have the NHS App and were offered support and information.
Bedworth parkrun: We spoke to 76 people, of which:
- 65 participants already had the NHS App.
- 11 participants did not have the NHS App and were offered support and information.
Those that did not yet have the NHS App gave us the opportunity to provide support, answer questions and encourage them to register.
Outcomes
The pilot generated conversations about digital health and raised awareness of the NHS App. Although the primary focus was awareness and engagement, we also saw a small increase in app registrations that could be partly due to the parkrun event.
Whilst several factors may contribute to NHS App registration rates, community-based engagement activities such as parkrun NHS App support sessions can play an important role in raising awareness, encouraging registrations and improving access to digital healthcare services, particularly when part of a wider community engagement programme.
The enthusiasm and support of local community and Patient Participation Group volunteer teams was central to the success of the pilot, helping to create a welcoming environment and encouraging conversations with participants. Several other factors also contributed to its success:
- A trusted and inclusive community setting.
- Strong partnership working between Digital Champions, parkrun volunteers and healthcare professionals.
- Visible and accessible support on the day.
- Effective promotion through GP practices and PCNs.
- A commitment to learning and continuous improvement between pilot sessions.
Reflections and learning
We held a debrief to review the Leamington event, discuss feedback and identify opportunities for improvement. This reflective approach enabled the team to make practical adjustments and strengthen delivery at Bedworth.
Timing of Engagement: One of the key lessons learned was not to approach participants immediately after crossing the finish line. Many needed time to catch their breath, recover and complete their post-run activities before engaging in conversation. It might sound obvious, but the just past the line area is where you have the largest gathering or participants, after that they start to head home. For the Bedworth session, the team adapted its approach by allowing participants more time before initiating discussions. This resulted in more meaningful conversations and a more positive experience for attendees.
Wider Stakeholder Involvement: For future community engagement events, we plan to expand involvement with GP practices and staff, Patient Participation Group (PPG) members and Primary Care Network (PCN) staff. Their local knowledge, patient relationships and understanding of healthcare services can help strengthen engagement and increase the reach of future events.
The pilot demonstrated that parkrun provides a unique and effective setting for engaging communities in conversations about digital health and broader health initiatives. Its trusted, inclusive and volunteer-led environment creates opportunities to engage people who may not respond to more traditional healthcare communications. By meeting people where they already choose to come together, the Digital Champions team was able to build confidence in the NHS App while strengthening links between primary care and local communities.
The collaboration between Digital Champions, parkrun volunteers, healthcare professionals, GP practices, PPG members and PCN colleagues created a positive experience for participants and showcased how parkrun can act as a gateway for wider conversations around prevention, self-care, digital health and community support.
