Writing long-form content

  • Extend the rivers or stage metaphor throughout your piece – but don’t mix them unless you have to
  • Check the balance between articulating problems and solutions. For every dose of crisis, you need at least 2 doses of “can do.”
  • Sharpen focus on context and surroundings with images that show barriers to (or opportunities for) health in our environment.

See how former Chief Medical Officer Sally Davies put this into practice, with an independent report

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