Pharmacy funding settlement explainer

The Brief

Community Pharmacy England asked us to create an animation explaining the results of pharmacy funding negotiations for 2026-7 for an external audience of MPs and stakeholders.

The animation needed to outline the details of settlement that had been reached, whilst treading a careful line – recognising the support of the Government and showing appreciation for the funding uplift, whilst making it clear that the settlement would not be enough to secure a sustainable future for the sector.

The Approach

Carefully scripting the voice over for this animation was essential to achieve the required result. We reviewed the settlement summary, background resources and key narratives, working towards a narrative that is both informative and persuasive. Working with the team at CPE, we revised the draft script into its final form, ready for delivery by an engaging female voice over artist.

We developed visuals for this animation centred on the CPE brand style, designing scenes and settings that add weight and resonance to the key messages. We used visual cues to enhance the messaging – seeing a pharmacy falling through deep water to visualise the deep financial crisis that pharmacies are in, and a sun rising behind a townscape centred on a pharmacy to represent the potential for a positive future. 

The animation ends positively, emphasising CPE’s desire to continue to work with the Government towards a sustainable future for pharmacies and encouraging MPs and stakeholders to work with them.