Our team had the pleasure of spending two sun-filled days at the Royal Norfolk Show, one of the UK’s largest two-day agricultural events. Attracting around 80,000 visitors each year, the show brings together farming, education and community. The event provides a fantastic opportunity to engage with people of all ages and backgrounds, many of whom may not otherwise access wellbeing services in their everyday lives.

Set up just by the Health and Wellbeing Village, our Reed Wellbeing stand became a welcoming, shaded spot where we offered information, advice, and encouragement to hundreds of showgoers.

We spoke with colleagues from local wellbeing and community services about opportunities to collaborate and had positive discussions with community groups around future event involvement. It was encouraging to receive feedback from teams who had booked us following last year’s show and had already attended their sessions, a clear sign that our presence is making an ongoing impact.

Moments that mattered

Our aim was simple, to encourage people to pause, reflect, and take small steps towards better health- and that is exactly what happened.

A young lad took a handful of Smokefree leaflets, explaining that he hoped they might help his parents quit. “I think they smoke because they’re bored,” he told us, “but if they didn’t smoke, they wouldn’t be bored, they could play with me.” A small comment that carried a powerful message.

Another memorable moment was a conversation with a man who had received multiple invites for a health check but hadn’t taken them up. After a relaxed, judgement-free chat about how health checks can help identify risks like high blood pressure or cholesterol, which often have no symptoms, he had a complete change of view. He booked in for a check and turned up the next day and left smiling.

Team reflections

Here’s what some of our team members shared about their experience:

Kirsty, Health and Wellbeing Partnership Manager, said:

“This was my third year attending the Royal Norfolk Show, and the impact and difference we’re making continues to grow year on year. As a parent of three, I also earned some serious bragging rights at home after chatting with TikTok-famous Spud Man , and yes, the spud really was that good! What always makes my heart smile, though, is seeing how meaningful conversations can break down barriers. Whether it’s someone taking their first step towards change or simply feeling heard, it’s these moments that stay with you.”

Eddi, Health and Wellbeing Outreach Coordinater said:

“I arrived to the Norfolk Show and brought the sunshine with me! I enjoyed being able to get out and about and speak to people about what we do. For many people, they did not smoke but knew people who did, so we were able to provide them with information to pass on. It was also a pleasant surprise to see that the majority of people were up to date with their NHS Health Checks – and of course we booked them in if they weren’t! It was great to network and see some familiar faces in real life and hopefully this will give us access to new participants who need our help. I particularly enjoyed the pig racing, and a delicious Greek lunch.”

Elaine, Health Check Practitioner said:

"I really enjoyed attending the Norfolk Show this year. Our stand was lovely and shady, and we had good footfall. We were opposite Citizens Advice Bureau, one of the ladies wandered over to see us and have a chat. She had her Health Check the month before with me when I attended the Norwich CAB branch, so was lovely to catch up with her and hear about the positive changes she made and how much she appreciated us attending her workplace.

Kirsty and I had an amazing chat with Talking Therapies on their stand as we love collaborating with other services and knowing how we can signpost people to them. I didn’t get to see the pig race unfortunately, but I did see the parachutists.

We had plenty of chats with people about their health and I expect we’ll see some of them for their Health Checks soon.

Emma, Health and Wellbeing Outreach Coordinater said:

"This year marked my first time at the Royal Norfolk Show, and I’m so pleased to say it wasn’t a soggy one! We were treated to a couple of beautiful days, and it was an incredible opportunity to see everything Norfolk has to offer.

From visiting the Norfolk County Council tent and trying out the SiSU health station to connecting with other organisations and exploring opportunities for future partnerships, it was a truly productive and inspiring experience.

Most importantly, it gave us the chance to speak directly with residents about the support we offer now and, in the future, —something that’s at the heart of everything we do.

Collaboration and connections

Beyond individual conversations, the show was a fantastic opportunity to build relationships with community partners and professionals. We spoke with a number of local organisations and groups and discussed how we can collaborate going forward.

Looking ahead

Events like the Royal Norfolk Show remind us that connection is at the heart of wellbeing. Whether it is a five-minute chat, a powerful moment of honesty, or a new professional partnership, it all counts.

We are grateful to everyone who stopped by, shared their story, or took away a leaflet for a loved one. We will be following up with new contacts in the coming weeks and continuing to bring accessible, supportive health services to communities across Norfolk.