Puffell is an evidence-based solution to create and deliver a lifestyles-based ecosystem that offers a targeted and universalistic approach for building greater wellbeing and resilience for society.

What matters to you?

Puffell supports people at their point of need by understanding what’s important to each of us and building behaviourally-focused activation. Puffell then uses both technology and peers to maintain that choice until it is habit formed.

We leverage the evidence and disciplines from behavioural science, cutting edge digital solutions and strategy from the 9 wider social determinants of health. We empower people by engaging the power of the 5 ways to wellbeing - connect, get active, be positive, learn new things and enjoy the power of giving.

Why we do this is simple. At the heart of everything we do, we believe in making better happen. We want to build a society that is resilient, well and HAPPY; we do this by making what we do simple to use, beautifully designed and user friendly. Want to join us?

Before beginning on our journey, we conducted a piece of insight that told us 7 things:

  1. People don’t understand/recognise their health and implications of poor health long term
  2. People want to do more for some themselves but don’t know where to start
  3. People feel ‘frustrated’ ‘abandoned’ –  health system misses key opportunities to engage with the right tools
  4. Want to be treated as the ‘whole person’
  5. A plea - use channels that we use
  6. Lack of trust in government
  7. They have great aspiration -  they want better, although struggle to define what better is for themselves, yet can almost always describe it for others important to them.

By building Puffell based on insight, we are able to collect meaningful hard and soft data for individual areas:

  1. Clinical measures - that evidence that a patient or citizen has made positive progress
  1. People-centred outcome measures (PCOMs and PROMs) - a relatively new concept which involves putting patients, people, and their families and carers at the heart of deciding which goals are most valuable for individuals with a range of health conditions, rather than clinicians deciding what is best

The data we are collecting is now evidencing outcomes, including: 

  1. Increased patient self care
  2. Better citizen self-management
  3. Reduced and redirected service demand
  4. Reduced health and social care costs

                                                              i.      via prevention and better managed conditions


We strive to demonstrate positive behaviour change; over the last 12 months we can demonstrate the following outcomes on Puffell.

The above image demonstrates the behaviour change we are starting to see - over an average of 127 days, an average of 4.3 less units were consumed every day; over an average of 158 days, there has been an average reduction in cigarettes smoked per day by 7.4 and over an average of 168 days, an average reduction of 3.1kg (that’s half a stone!) has been made.

Puffell doesn’t just offer lifestyle support; we offer long-term condition management. Combining this with the lifestyle support means we can support reducing cost out of the system.

Asthma and Viral Wheeze:

We recently launched a number of new spaces on Puffell for you all to use. The first of these was the launch of the asthma and viral wheeze space for adults and the asthma and viral wheeze space for children. Both of the spaces contain information, advice and tips about asthma and viral wheeze. It is there to help you manage your asthma and viral wheeze, allowing you to do more of what you want, when you want to do it.  


The chronic obstructive pulmonary disease (COPD) deck was our second addition in the last 12 months, offering a space for anyone with COPD to manage their long-term condition and to help keep it under control.

Both the asthma and viral wheeze and COPD spaces offer the ability to create a digital diary, as well as allowing for cross reference with air pollution and humidity levels. This means that you can recognise and keep track of any trends or patterns.



Our pilot for Child and Adolescent Mental Health Services (CAMHS) is now live in the Slough region. This space has been developed because young people have been waiting for long periods of time to access support. Puffell is designed to support young people whom can self manage, and we are working with the CAMHS team to refer any young people who need service-based intervention.

Health Checks:

We have also had a great opportunity through the development of our digital health checks space. We are in the process of launching a dedicated health checks space where you can get your heart age and then see the impact of your day-to-day life on your heart age. We have been involved in helping to map the national strategy for health checks with Public Health England (PHE), which Puffell will support by offering a digital platform for health checks.


Our bespoke diabetes space is also in development and will be launched later this year. This is a great place for anyone with diabetes to track their condition, as well as writing down what their personal aspirations and goals to determine how best to achieve them.

To find out more about Puffell and how it can support you and your citizens, contact Richard Forshaw-Smith on 0151 647 4700 or at richard@icecreates.com