Dr Jo Protheroe, GP and Senior Lecturer at the Research Institute for Primary Care and Health Sciences, Keele University, and Prof Gill Rowlands, GP and Professor of General Practice, Institute of Health and Society, Newcastle University have been appointed as advocates for Health Literacy for NHS England, a role which aims to help raise the awareness and importance of Health Literacy in England. NHS England recognises the urgency of improving health literacy and have taken a number of short-term actions. This included the appointment of General Practitioners (GPs) to act as Honorary Health Literacy Clinical Advisors, providing clinical insight for policy makers in the Person Centred Care Team and Self-Care Support Programme. As advisors, Jo and Gill will work alongside Clinicians and Clinical Commissioning Groups sharing their clinical expertise and experience to the Health Literacy programmes in NHS England as well as collaborative groups, such as the Health Literacy Collaborative Group (HLCG). They will also make use of their professional connections, such as the Royal Colleges, especially the Royal College of GPs, to highlight NHS England initiatives and the importance of Health Literacy practice. They will liaise with the HLCG to identify research priorities to submit to the National Institute of Health Research, in partnership with the RCGP and support the clinical aspects of the Collaborations for Leadership in Applied Health Research and Care (CLAHRCs).  G. Rowlands, J. Protheroe, J. Winkley, M. Richardson, P. T. Seed, and R. Rudd, "A mismatch between population health literacy and the complexity of health information: an observational study," Br. J. Gen. Pract, vol. 65, pp. e379-e386, 6/2015 2015.