Mental health link workers in neighbourhood care: a theoretical application of the creative health communication framework

Purpose This article explores the conceptual application of the Creative Health Communication Framework (CHCF) to mental health and wellbeing support within integrated neighbourhood models of care. It proposes the introduction of specialist Mental Health and/or Creative Health Link Worker roles to enhance personalised care, improve referral quality and support system-wide goals of equity, prevention and community engagement. Design/methodology/approach Using a conceptual challenge-and-application format, the article applies frames to five common system challenges. It draws on prior empirical research that developed the framework and applies it to the emerging context of neighbourhood health centres and social prescribing. Findings The CHCF provides a practical structure for navigating non-diagnostic mental health presentations, improving compatibility with creative services and enhancing culturally relevant care. It supports more confident, person-centred referrals, particularly when used by practitioners with deep community knowledge and relational skills. Research limitations/implications As a conceptual paper, empirical testing is needed. Pilot studies are recommended to assess feasibility and impact across different system contexts. Practical implications The article offers clear recommendations for system leaders, including workforce development, framework adoption and pilot delivery. Social implications The proposed approach supports more equitable access to care and helps reduce cultural and structural barriers to mental health support. It expands the reach and impact of creative and community-based mental health support. Originality/value This is the first article to explore the theoretical application of the CHCF within Integrated Neighbourhood Health. It proposes new specialist roles and offers a model for how these could be embedded, resourced and scaled.