'Welsh Backs is a joint initiative developed in response to Health Challenge Wales - the nation's challenge to improve health. Welsh Backs aims to reduce the physical burden faced by over two thirds of the population of Wales who will at some time suffer from back pain. Welsh Backs is based on similar initiatives in Scotland and Australia that have been successful in changing beliefs about back pain.
 
Welsh Backs is a multimedia initiative that engages with the general public, health professionals and employers to raise awareness of the Don't take back pain lying down' message.