Wigan Borough among six new areas selected to get creative with approach to health

Wigan Borough among six new areas selected to get creative with approach to health

The Lathums perform at the launch of 'The Fire Within: The Forge' at Wigan Pier, September 2025

Wigan Borough has been chosen as one of six new areas in England to receive national funding to support important creative health projects.

The National Centre for Creative Health (NCCH) announced on Monday (18th May) the latest group of health and care systems selected for its Creative Health Leads Programme.

Funded by Arts Council England and The Baring Foundation, the initiative aims to increase the role that arts, culture and creative activities play in prevention, population health, neighbourhood health and clinical pathways.

It will see the appointment of a new Creative Health Lead for Wigan Borough, who will work closely with the NCCH, partners and communities to embed creative health into local public health strategies.

Councillor Keith Cunliffe, Wigan Council’s deputy leader and cabinet portfolio holder for adult social care and health, said: “Creative health is an important way to improve wellbeing, reduce inequalities and build stronger communities.

“That’s why, in line with our Progress with Unity missions, we’ve already been working closely with community organisations, volunteer groups, social care and health partners to support some of the impactful initiatives that are being delivered in our neighbourhoods.

“From community music groups supporting people with long-term conditions and creative spaces offering connection for those feeling isolated, to the work of our Wigan Borough Cultural Partnership and our The Fire Within: The Forge manifesto, there are lots of incredible projects already making a difference in people’s lives.

“We’re delighted to have now been selected for the National Creative Health Leads programme, which will allow us to make even stronger connections with our cultural, voluntary, social care and NHS partners across the borough.

“Together we will continue embedding creativity into prevention and neighbourhood health so that Wigan Borough residents can live healthier, happier, and more connected lives.”

Launched last September with a live performance from chart-toppers The Lathums at Wigan Pier, part of the remit of the council’s ‘The Fire Within: The Forge’ cultural strategy is to promote mental and physical wellbeing in young people through cultural education and opportunities.

The new Creative Health Lead will be tasked with building on this strategy and existing local partnerships to establish a Creative Health Network, whose initial priorities will include children and young people’s mental health and reducing social isolation in older people.

As well as leading local efforts, they’ll also be tasked with contributing to national learning about how creative health can support prevention and reduce inequalities across communities.

Rachael Musgrave, director of public health, said: “Here in Wigan Borough, we’ve understood for a long time that health doesn’t start in hospitals or clinics; it starts where people live.

“We know that health is shaped by place, relationships and community, and that art, culture and creativity can have a major positive impact on people’s health and wellbeing; improving mental health, reducing isolation, building confidence and helping people make sense of their lives.

“While the evidence in favour of creative health continues to grow, the impact is already being felt locally with stronger social networks, improved wellbeing, greater confidence and, in some cases, reduced reliance on health services.”

Other areas included in the second phase of the Creative Health Leads Programme are: Bristol, North Somerset and South Gloucestershire, Greater Manchester Public Health Network, Portsmouth, North Central London, and South West London.

They join Berkshire West, Cornwall and Isles of Scilly, North East London, South East London, Walsall and West Yorkshire from the first phase of applications in March.

In total, the NCCH aims to create around 25 to 30 Creative Health Lead roles across England over the next two years.