Jude Aston: Overcoming Challenges and Thriving in Public Health Communications
Jude Aston’s journey into communications was anything but conventional. A passionate sports fan from a young age, he always looked for ways to be involved in the industry, even during times when playing sport himself wasn’t an option.
He developed skills in journalism, content creation and interviewing, but significant personal challenges meant his career path required resilience, adaptability and determination. Despite spending years in hospital due to complications from cerebral palsy, Jude never let his circumstances define him. Instead, he harnessed his experiences to build a thriving career in public health communications through a Level 4 Public Relations and Communications apprenticeship with the City of Wolverhampton Council.
From Casual Contract to Full-Time Role
Jude first joined the council on a casual contract, working seven hours a week supporting Public Health campaigns such as the Better Health: Rewards initiative, which encouraged behaviour change in the community. This experience gave him a strong understanding of the council’s communications work and a foundation to build upon. When a Level 4 apprenticeship opportunity in Public Relations and Communications arose within the same team, he seized the chance to develop his skills further and apply theory to practice.
“I had work experience in communications and journalism, but I needed that next level of understanding. The apprenticeship was the perfect step up,” Jude explained.
Overcoming Personal Challenges and Learning Key Skills
Jude was born with cerebral palsy, which affected his mobility and required numerous operations throughout his early life. A major surgery in 2020, when Jude was just 17, led to unexpected complications, leaving him hospitalised for almost three years. This period coincided with the COVID-19 pandemic, adding further isolation to an already difficult situation.
For over a year, Jude was confined to the same hospital room, unable to see family except through video calls. His sister was not allowed to visit for an entire year due to hospital restrictions, making the experience even more difficult. “I forgot what the outside world looked like,” Jude recalled.
During his long hospital stay, Jude developed invaluable life skills in decision-making, advocacy and people management. He often had to navigate complex medical conversations, ensuring his needs and concerns were heard. The most difficult decision came when he advocated for himself to have his leg amputated after it became clear that it was limiting his mobility and causing significant pain:
“I had to persuade the doctors and surgeons to understand my viewpoint. It was a big decision to make at 17, but I knew I wanted the freedom to move and live life fully. Now, I use a prosthetic full-time, and it has transformed my mobility.”
Through these experiences, Jude learned how to present arguments effectively, communicate with a wide range of professionals, and manage difficult discussions—skills that have since proven invaluable in his communications career at the City of Wolverhampton Council.
Despite these challenges, sport remained a huge part of his life. While in hospital, he found new ways to stay involved, using his passion for journalism and communications to connect with the industry. He conducted remote interviews with Steven Gerrard (legendary former Liverpool FC midfielder and ex-England captain, now a football manager) and Jack Grealish (Manchester City and England national team player).
Jude was determined to succeed in his career whilst still a hospital inpatient. He even secured his part-time temporary contract supporting the Better: Health Rewards campaign with the City of Wolverhampton Council—believed to be a first instance of an inpatient being hired before being discharged from the hospital! His determination earned him recognition in BBC News articles and his experience on the temporary contract allowed him to progress to the Level 4 apprenticeship once he left hospital.
Excelling in Public Health Communications
Jude’s apprenticeship equipped him with vital skills in stakeholder engagement, campaign management, and audience segmentation. His role in the Public Health team at the council allowed him to apply these learnings to high-impact projects, many of which aligned with his passion for sport and physical activity:
The Impact of the Apprenticeship
At the start of his apprenticeship, Jude was unsure how well he would transition back into formal learning after years in hospital. However, with the City of Wolverhampton Council and JGA’s tailored approach to support, he thrived.
The apprenticeship delivery, like all programmes at JGA, was designed to be accessible and flexible, ensuring that Jude could fully engage with the learning while balancing his work responsibilities.
He benefited from a 360-degree wrap-around support plan, which included a dedicated Skills Coach, Tutor, and Learning Progress Advisor (LPA), as well as Support Connect, which provided specialist tools and strategies tailored to his needs.
He explained:
“The support I received made all the difference. The 360-degree wrap-around plan meant that my learning was structured around me, rather than the other way around. My Skills Coach helped me apply my learning to real projects, my Tutor made sure I understood the theory, and my LPA was always there to guide my progress. Support Connect also gave me tools that helped me work in the way that suited me best. It felt like everyone was invested in my success.”
This personalised approach ensured Jude had the resources and confidence to develop his skills in communication planning, stakeholder engagement, and strategic marketing.
His contributions have had a lasting impact on the City of Wolverhampton Council’s communications approach. Public Health had never had a dedicated communications apprentice before, and Jude’s work has helped shape how the team engages with the public. His colleagues have praised his ability to introduce new, innovative techniques and shift the department’s approach from reactive to proactive campaign planning.
Looking Ahead
Now a valued full-time member of the Public Health communications team at the City of Wolverhampton Council, Jude is eager to continue building on the foundations his apprenticeship provided. While his passion for sport remains, he is fully committed to public health communications and hopes to use his skills to encourage positive behaviour change in the community.
His cutting edge prosthetic limb has given him a new level of independence, allowing him to move freely and fully engage in his professional and personal life. He now walks with confidence and rarely uses his wheelchair, something he once thought would be impossible. He said:
“My apprenticeship was just the beginning. I don’t see it as a completed step but as a platform for continued growth. I want to keep making a difference in public health communications and help shape the way we engage residents to live healthier lives.”
Jude is also progressing onto a Level 6 apprenticeship in marketing or digital marketing, further developing his expertise to support the council’s long-term communication strategies. His story highlights how apprenticeships offer an accessible and flexible route to success, breaking down barriers to learning and providing opportunities for individuals to thrive.
For more information on this transformative programme, visit our Public Relations and Communications apprenticeship page.