Madcat worked with the government's marketing and communications agency, The Central Office of Information, until its closure and then continued to work on various campaigns independently. One of which was the Healthy Start scheme with the Department of Health. Madcat designed, wrote and illustrated a year's worth of monthly campaigns. Each comprised three leaflets that were mailed out with Healthy Start vouchers to qualifying pregnant women and parents of children under four years, to help buy basic foods like milk or fruit.