Finalist
The Brothers' Arms
Summary of work
In the UK, men die on average four years younger than women – often from preventable causes. Men are 32% less likely than women to see a GP, delaying help for weeks, months, or even years. The NHS has recognised the need for a radical shift: moving care out of hospitals and into communities. Instead of waiting for men to come to services, Androlabs asked: what if healthcare could meet men where they already go? Research revealed men are more likely to discuss health concerns over a pint, so we transformed Westow House in Crystal Palace into The Brothers’ Arms – Britain’s first men’s health pub.For three weeks, the pub became an inclusive, stigma-free health hub with expert talks, screenings, comedy, quizzes, and “hidden learning” via posters and beer coasters. The results speak for themselves: 7 events, 250+ event attendees, 100+ blood pressure checks, one urgent hospital referral that potentially saved a life. 94% found the pub environment approachable and 77% committed to changing their health behavior.The initiative drew MPs and community leaders, reached millions via national, regional and social media and proved that powerful healthcare innovation can happen outside of clinics, in the heart of our communities.
Judges’ comments
“The Brothers' Arms” showed a strong partnership and community aspect. It was a big ambitious idea, supporting a real problem that needs attention. It was an interesting and high impact initiative, covering different backgrounds, social mobility and personality types. The objectives were strong and SMART, super clear around what good would look like and why, with strong results.
