Inclusive Website Supports Smokefree Movement Across NHS Region

At the heart of the Swap & Stop initiative was a desire to change behaviour through supportive, accessible information, not just for those ready to quit, but also for people considering safer alternatives or reducing harm.

The Integrated Care Board needed a digital platform that could cater to several different user groups: Patients, Visitors, NHS Staff, and Parents-to-be. Each of these audiences required a unique set of resources, language, and calls to action, while the site overall needed to feel cohesive, friendly, and supportive.

Just as critical was the requirement for outstanding accessibility. As a healthcare-led initiative, the website had to ensure ease of access and usability for all users, regardless of age, digital confidence, literacy, or ability. This meant going beyond basic accessibility compliance to build a platform that actively accommodated and welcomed a diverse user base.

With lives at stake and engagement critical, the site needed to perform both as a trusted information hub and as an emotional catalyst for change, encouraging visitors to believe that quitting, or switching to safer alternatives, was possible for them too.

Hydra Creative began with a discovery phase, working closely with the Integrated Care Board team to understand the goals of the programme, the emotional and informational needs of each audience segment, and how best to structure a website to support long-term behavioural change.

From this foundation, we designed a streamlined website built around distinct audience groups. Each group Patients, Visitors, Staff, and Parents-to-be, was given its own visually unique section, using a dedicated colour scheme to support quick identification and improve navigation. This intuitive design allows users to immediately recognise which information is relevant to them, reducing confusion and improving engagement.

Each section features targeted content, including support resources, personalised advice, and motivational messaging. A particular highlight of the site is its library of real-world testimonials, short, impactful stories from individuals who successfully quit smoking with NHS support. These stories add authenticity and emotional resonance, encouraging site visitors to imagine their own success.

Recognising the importance of inclusion, we implemented a host of accessibility features to ensure the platform is usable for all. These features allow users to adjust visual contrast, font size, text clarity, and link visibility, as well as control how content is displayed and navigated.

Rather than simply meeting accessibility standards, our goal was to deliver a frictionless experience for everyone, ensuring the website could be used easily by people with visual, cognitive, or physical impairments, as well as those accessing from different devices or with limited digital literacy.

Every aspect of the site’s design, content, and structure was built with compassion, clarity, and usability in mind, echoing the values of the Swap & Stop campaign itself.

The final website has been met with enthusiasm by stakeholders and users alike. The intuitive navigation structure and audience-specific design have made it easier for users to find relevant information quickly, a key success factor in encouraging more people to seek support.

The accessibility features in particular have received recognition for exceeding standard compliance, providing a welcoming and navigable environment for users of all abilities. Whether adjusting contrast, enlarging text, or reading content via assistive technology, visitors can access the support they need without barriers.

The testimonial-driven approach has also proven effective in increasing trust and engagement, allowing the site to resonate not just informationally, but emotionally. By showcasing real stories and actionable advice, the website helps users feel seen, supported, and more motivated to take action.