NHS App Pharmacy Bags

The aim of the campaign was to increase downloads and usage of the NHS App among residents in areas of high deprivation, supporting digital inclusion and reducing health inequalities.

In many communities, particularly those with limited access to digital healthcare, awareness and usage of the NHS App remain low. This project set out to change that by highlighting the app’s most valuable features — such as ordering repeat prescriptions and viewing test results — through a channel patients already trust: their local pharmacy.

By encouraging more people to engage with the NHS App, the campaign sought to make everyday healthcare tasks simpler, quicker, and more accessible for those who often face the greatest barriers.

As part of a broader NHS communications campaign, pharmacy paper bags were selected as a low-cost, high-visibility channel. Community pharmacies are often the first point of contact for healthcare, especially in deprived areas, making them ideal for targeted health promotion.

The bags featured clear, benefit-led messaging to encourage downloads of the NHS App, with a prominent QR code linking directly to the app store. Messaging focused on popular features including:

Ordering repeat prescriptions

Viewing GP records and test results

Checking symptoms and booking appointments

Contacting GP practices online

Local pharmacies are trusted, familiar spaces for people managing their health — especially in areas of deprivation. By using branded pharmacy bags, the campaign placed NHS App messaging directly into the hands of patients, often at the moment they were collecting prescriptions or seeking advice.

The design focused on clear, relatable messaging: “I use the NHS App to order repeat prescriptions,” and “I use the NHS App to check my GP records and test results.” These real-world benefits helped patients understand why the app matters and how it can fit into their daily lives.

A prominent QR code and search prompt (“Search NHS App”) gave patients a simple next step — whether they were digitally confident or not. The approach avoided technical jargon and focused instead on practical, everyday use cases.

45,000 branded pharmacy bags were printed and distributed to 45 pharmacies across Lewisham, an area identified as having a high Index of Multiple Deprivation (IMD).

Bags were supplied free of charge to participating pharmacies.

Each bag included a QR code and call to action: “Scan to download” and “Search NHS App” — making the message accessible regardless of tech confidence.

Design highlights included user quotes to humanise the benefits and reinforce real-world usefulness of the app.

The campaign distributed 45,000 NHS-branded pharmacy bags into the local community.

The campaign provided sustained visibility of the NHS App at a trusted healthcare touchpoint.

No app download data or localised uptake metrics were available, but the approach supported wider NHS efforts to normalise digital health tools across underserved populations.