This case study describes how, as part of the Health Foundation’s MAGIC programme, the local MAGIC team, patients from two GP practices and a professional film company worked together to develop a brief film – ‘So just ask’, promoting shared decision making that can be shown in patient waiting areas.

It describes the process by which the film was developed, engaging patients in both planning and delivering the content, and some of the challenges of arranging for it to be shown in waiting rooms.