Creative Health Playbook for Mayoral Strategic Authorities

Greater London Authority and Mayoral and Strategic Authorities Network for Creative Health

About the project

Greater London is one of the regions taking part in the Mayoral Regions Programme. The Greater London Authority (GLA) has worked with the West Midlands Combined Authority during phase one of the programme to build capacity and capability within MSAs to improve health and reduce health inequalities. 

In February 2026, the GLA and the Mayoral and Strategic Authorities Network for Creative Health (MACHN) received funding from the MRP to develop a creative health ‘playbook’ for MSAs and related training resources to support the embedding of creative health approaches in regional policy and delivery. 

The MACHN is a strategic network dedicated to embedding creative health within devolved regional governance.  

Context and objectives

The English Devolution and Community Empowerment Act (2026) establishes a new health duty for SAs without existing health duties, requiring them to “have regard” to improving health and reducing health inequalities in their decision-making across the building blocks of health.  Creative health is a way of thinking and working that recognises and harnesses the contribution of creativity, culture and heritage to improving health and wellbeing and increasing health equity, and therefore can play an important role in helping MSAs deliver the health duty.  

However, understanding of the benefits and practical application of creative health remains uneven across public services and commissioning contexts. In a financially pressured environment, commissioners and policymakers may be reluctant to fund alternative, creative approaches, and instead choose more familiar methods. 

Given these challenges, this project aimed to: 

• Develop a unique MSA-focussed resource that brings together learning across England alongside practical examples, evidence, resources and case studies on creative health.
• Raise awareness of creative health levers and approaches that can be implemented at a regional level, in partnership with local, regional and national colleagues.

Regarding impact, this project was undertaken with a view to strengthening MSA colleagues’ ability to identify and implement creative health approaches to policy and delivery, subsequently strengthening health duty implementation and enabling regions to go further, faster on addressing health inequalities.  

Achievements and outputs

The project team undertook interviews and workshops to gather evidence and intelligence. This involved each of the MSAs involved in the MRP, alongside other stakeholders and partners. The team then identified and brought together existing research evidence and case studies and explored how creative health approaches relate to MSA policy responsibilities. 

The resulting online playbook is an interactive resource – including briefing notes, case studies and training videos - that offers practical guidance for MSAs on using arts, culture and creative practice to improve health and reduce inequalities. The playbook has been designed as on online resource to enable it to be updated over time, reflecting emerging evidence policy developments and learning. Initial feedback from user testing undertaken since playbook publication has indicated that MSA colleagues find it a well-structured, easy to navigate and comprehensive resource that can guide tangible action on creative health. 

Reflections, learning and impact

Key reflections and learning from this project included the following:  

1. Collaboration strengthened insights   

Project facilitation via MRP funding and collaborative ways of working with the programme team enabled sharing of key policy and public health expertise and system connections. This helped to expedite progress, strengthen cross-regional engagement, avoid duplication and ensure that the resources developed were timely, comprehensive and ultimately fit-for-purpose for an MSA audience.  

2. The importance of co-development and cross-sector engagement 

A co-development approach was also utilised by the project team to embed a range of regional perspectives and insights and ensure that the shape of the final output was accessible and useful for a range of audiences. The team also engaged a broad cross-section of organisations, such as local authorities and NHS, alongside the voluntary, community and social enterprise sector and support organisations, including the Culture, Health and Wellbeing Alliance, and London Arts and Health. 

3. Bridging the gap between evidence and implementation takes time 

Multiple conversations with a range of stakeholders were required to ensure playbook insights were evidence-based but also struck the balance of providing clear guidance to support real-world implementation. This level of engagement took more time than originally anticipated, but feedback from initial user testing has indicated that this has proved a worthwhile investment for producing clear and actionable insight.  

Overall, the development of this resource has resulted in a learning tool that increases visibility and awareness regarding a lesser-publicised policy space that can support MSA action on the health duty. The process of development demonstrated both the complexity and value of shaping tools for an evolving landscape of devolved government, and has highlighted the importance of combining evidence, implementation insight, and user-centred design to support commissioners and policymakers in applying creative health approaches. 

The playbook will continue to be a living resource – ensuring that it is a relevant and dynamic tool of support within an everchanging devolution landscape. Going forward, the MAHCN team will focus on increasing awareness and use of the playbook across MSAs and partner organisations, and supporting implementation through training, peer learning and knowledge exchange.  

Resources

Explore the Creative Health Playbook.