Colchester City Council is getting ahead of Clean Air Day by joining forces with health partners across Essex and Suffolk to launch a new campaign that supports healthcare professionals talk to patients about air pollution in as little as 30 seconds.
A joined-up approach to cleaner air
The initiative, funded by Colchester City Council through DEFRA air quality funding and funding from Suffolk County Council, brings together NHS partners and local Primary Care Networks to raise awareness of the health impacts of air pollution and the simple steps people can take to reduce their exposure.
Why air pollution matters for our health
Air pollution is one of the most significant preventable public health threats in the UK, contributing to around 30,000 deaths each year. It is linked to a wide range of conditions, including heart disease, lung disease, cancer, stroke and dementia, as well as affecting children’s development and increasing health inequalities.
Everyone is affected by air pollution, but some people are particularly vulnerable, including older adults, pregnant women, children, and those with existing heart or lung conditions.
Research shows people are more likely to trust and act on advice from healthcare professionals, making routine appointments a key opportunity to share practical guidance.
A simple conversation that can make a difference
The campaign introduces a ‘Very Brief Advice’ (VBA) approach, based on the proven Ask, Advise, Act model used in smoking cessation. This enables healthcare professionals to start a quick conversation with patients and direct them to simple actions that can help protect their health, such as choosing routes away from busy roads, improving ventilation at home to reduce moisture and the risk of mould, and reducing everyday sources of indoor pollution.
To support this, partners have developed a package of training and resources, including short videos, briefing materials and patient-facing leaflets. These tools make it easy for busy healthcare professionals to include air pollution advice in everyday consultations.
The North Colchester Primary Care Network, which includes five GP surgeries, is among the first to introduce the approach, helping to embed air quality conversations into routine care.
Dr Rachael Morant, GP at Mill Road Surgery in Colchester, said: “Air pollution is an important health issue that many patients are unaware of, despite the impact it can have on conditions we see every day in primary care. What I like about this programme is that it focuses on practical advice that can be delivered as part of routine consultations.
That’s why I would encourage colleagues to use the Very Brief Advice approach to help raise awareness and support patients to take simple steps that can help reduce their exposure and protect their health.”
Cllr Darius Laws, Portfolio Holder for Culture, Heritage and the Environment at Colchester City Council, said: “Clean air is essential for our health and wellbeing, and this campaign shows how we can all play a part in reducing our exposure to pollution. This includes simple actions at home, such as improving ventilation to reduce moisture and the risk of mould. By working with trusted healthcare professionals, we are helping residents better understand the risks and the small steps they can take in their daily lives to protect themselves and their families.
This project is a great example of what can be achieved when local authorities and health partners work together to make a real difference to people’s health.”
Cllr Paul Sutton, Deputy Cabinet Member for Communities and Public Health at Suffolk County Council, said: “Clean, unpolluted air makes a difference to the health and wellbeing of people of all ages. I’m pleased to be working with partners, supporting healthcare professionals to have these crucial conversations with patients to raise awareness of the issue.”
The campaign will officially launch on Clean Air Day, Thursday 18 June, aligning with national efforts to improve awareness of air pollution and its impact on health.
Patients and residents can find more information about the campaign, including practical advice on reducing exposure to air pollution at home and outdoors, at essexair.org.uk/air-quality-advice.
Colchester City Council and its partners hope the initiative will help more people understand the risks of air pollution and feel empowered to make small changes that can have a positive impact on their health.
Pictured above: Dr Rachael Morant, Mairghread Sharpe and Cllr Darius Laws.