Highly commended
The Brothers' Arms
Summary of work
In the UK, men die on average four years younger than women – often from preventable causes. Yet men are 32% less likely to see a GP, leaving health issues unchecked for weeks, months, or even years. Traditional services simply aren’t reaching them. Androlabs asked: what if healthcare could meet men where they already feel comfortable? Research uncovered a breakthrough insight: 42% of men are most likely to talk about health with friends in the pub. So we created The Brothers’ Arms – Britain’s first men’s health pub. For three weeks, Westow House in Crystal Palace became a vibrant health hub. Expert talks, comedy, health screenings, and pub quizzes were combined with “hidden learning” built into posters and beer mats. The impact was immediate and measurable: over 250 attendees, 100+ screenings (including one life-saving hospital referral), 94% said the pub felt more approachable than a clinic, and 77% pledged to change their behaviour. The idea captured national attention, sparking coverage across mainstream media, drawing MPs and community leaders, and reaching millions online. Most importantly, it proved that healthcare can thrive beyond clinic walls – turning one of Britain’s oldest social spaces into a catalyst for healthier lives.
Judges’ comments
“The Brothers in Arms” bought healthcare into a sympathetic setting. The judges were impressed the with strong measures of success and well structed objectives. It had great humanity to it and speaks to the fact that innovation comes in many forms. It had a very human approach and was a joy to read.
