Every Mind Matters – Public Health

England’s Mental Health campaign

Nisha Sharma – Public Mental Health Lead

Public Health England South East

Email: Nisha.Sharma@phe.gov.uk

October 2019

Session outline

• Background and campaign aims

• Key learnings from the pilot

• Campaign plans for October and beyond

• How you can get involved?

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Suicide is now the leading cause of death for men aged 20–49

Poor mental health is a big issue

1 in 4People experienced

common mental illness in

the last year

1 in 6 People experienced

common mental illness in

the last week

23%Mental illnesses account for the largest

burden (23%) of diseases in England

The costs of mental health problems to the economy in England have recently been

estimated at £105 billion

20 yearsOn average men with

severe mental illness

die 20 years earlier,

women die 15 years

earlier

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3. REDUCING STIGMA &

DISCRIMINATION and removing

barriers to seeking help

Time to Change ATL activity – reducing stigma campaign with 98,692 pledges and 37 celebrity supporters

Heads Together commercial partnerships – stigma

campaign headed up by Prince William & Kate Middleton

Time to Change commercial activity - 481 organisations have pledged

Heads Together (Royal Foundation) ATL campaign -

– stigma campaign headed up by Prince William & Kate

Middleton

Rise Above (PHE) - schools programme focussed on

public health issues including body image & stress

Rise Above (PHE) - digital content (website) focussed

on public health issues including body image & stress

#IAMWHOLE (NHS & YMCA) BTL campaign to combat

mental health stigmaRelease the Pressure (Kent County Council) - suicide

prevention campaign with ATL

Campaign Against Living Miserably – suicide

prevention delivered through BTL, social media, website

It’s OK to talk (National Suicide Prevention Alliance)

Social media movement with partnerships

Black Dog Campaign (SANE) – stigma reduction campaign and encouraging people to seek help early

Samaritans suicide ATL prevention campaigns e.g.

We Listen & we’re in your corner

PREVENTION &

MAINTENANCECONDITIONS & SYMPTOMS STIGMA & DISCRIMINATION SIGNPOSTING

Self harm (Department of Health) – focus and channels

tbc

Mental Health First Aid - schools programme to spot symptoms in other

people (aims to reach 1000 schools )

Mental Health First Aid - Training course to spot symptoms in other people

(delivered to 150,000 people in England)

Frazzled Café (Marks & Spencer) - fortnightly

conversation sessions held In store

Champions of Shengha – app that gamifies

diaphragmatic breathing for young people

Headspace – digital app offering meditation sessions,

currently used by 6 million people globally

HeadMeds (Young Minds) – website with info on

conditions and treatments

Kooth – talk to counsellor or young person online

online support website (including chat)

Stay Alive – digital app with suicide prevention

information

Five ways to wellbeing – digital app used in majority of

localities as part of local campaigns, service delivery &

training

Elefriends (Mind) – support network for people with

mental health problems

WellMind (NHS) – digital app to manage and boost

wellbeing

Digital app

Heads Together (Royal Foundation) partner network

(8 charity partners & 3 corporate partners)

Infoline (Mind) – phone-line offering confidential support

Local Mind Networks (Mind) - providing support and

signposting to treatment (140 local networks)

Depression Alliance (Mind) – improving attitudes

towards depression - Network of 27,000 people

Helplines (Rethink) – phone-line with advice and

directing to services

Community support (Rethink) for people with problems

Community support services

Start4Life/ISP – Email programme & website which

includes information on Post Natal Depression

Dementia Friends - website and BTL campaign around

understand dementia - 1.9m pledged to programme

Time to Change schools programme focused on understanding mental health and reducing stigma

KEY: Schools programme Digital tool Local/partner activity Phone-lineATL/BTL activity

Campaign approach: Landscape review

Post-natal depression information (Baby Centre)

Email programme and website

Mental Health First Aid - Training course to spot

symptoms in other people (delivered to 150,000 people

in England)

Campaign to End Loneliness – Jo Cox campaign to

reduce loneliness amongst older people

We Swear (MQ) -ATL fundraising campaign for mental

health research (also doing stigma reduction)

Connect 5 ( HEE/ PHE/ RSPH )

National train the trainers programme

Mindfulness - training for teachers and pupils (e.g.

Manchester/ NW), online courses (MHF), public/ private

courses (nationwide), research (Oxford)

widespread and growing movement across UK.

Wheel of Wellbeing – website, game (DIY Happiness)

and course based on 5 ways to wellbeing – London

Bounce! Resilience and wellbeing workshops

(East of England)

MindEd - online training for staff working with children

and young people, parents and children and young

people

ELearning for Health – HEEs e-learning platform

offering various mental health courses

Bipolar UK - support groups for people with bipolar

Time to Change communities programme - 4 funded hubs, 7,000+ local champions

Time to Change - Time To Talk Day

State of mind (Rugby League) –raising awareness of

mental health issues in sport (sessions through local

clubs)

Gap for

campaign

Campaign objective

1 million members of the public to be informed and

equipped to take care of their own mental health and the

mental health of others

Flourishing

/thriving

Coping, not

unwell

Distressed/

struggling

Ill,

undiagnosed

Living with

illness &

coping

Living with

illness & not

coping

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Target audience

Using a robust testing approach

Test of digital content with

1500 people in the East

and West Midlands

Local Product Test

East/West Midlands

ITV Central Region

Regional Pilot Campaign

Advertising in the Central

TV region: TV, radio,

digital and social media,

PR & partnerships

National Campaign

Multi-media advertising

campaign across England.

Extensive PR launch.

High profile partnerships

We are taking an iterative approach to delivering the campaign to ensure:

• Messaging and content are understood and well received by the

public

• Resources facilitate behaviour change

• We do not drive inappropriate traffic to GPs and IAPT services

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Content driven by clinical experts and public

Who we engaged

• PHE mental health policy

• NHS England National

Clinical Director

• Charities e.g. Time to

Change, Samaritans,

Heads Together, Mind,

MHFA

• Expert Advisory Group

e.g. Professor Kam Bhui,

Professor Stan Kutcher,

Jonathan Campion

Priority focus

• Focus on people with

mental distress

• Specific focus: Sleep,

Anxiety, Stress, Low

Mood, Social Anxiety,

Trauma, OCD, Panic

• Balance between clinical

voices and those with lived

experience

• Action planning & mental

health literacy at its heart

Expert engagement

Research approach

• 80 depth interviews

• Range of different mental

health states

• Geographically

representative

• Representation of SEG

and BAME

• Inclusion of LGBTQ+,

disability/learning

difficulty, recreational

drug/alcohol consumption

Audience insights

• Individuals across MH

states vary in terms of

what they want as the next

stage of their discovery

journey, indicating a need

for self-selection

• Interest in self-help tools

e.g. mindfulness, CBT (but

made sufficiently simple)

• Tools and apps to help

make changes easy

Audience perspective

Delivered:Digital hub

Expert advice:

Case studies Practical exercises

Action planning tool

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Key learnings to inform the national campaign

Context

Audiences: two key audiences

Familiar audience: People who know their specific

needs (e.g. problems around stress or sleep)

New Audience: People who are interested in mental

health but don’t know where to start

For the familiar audience, our advertising and

content is working to engage them and support

them to improve their mental health

For the new audience we need to:

• Do more to drive personal relevance

• Take them on a journey towards action

• Be single minded in selling the product to them

Since our pilot public understanding of mental health has moved on – with more people agreeing that

it’s important to look after your mental health

Offer

We know people are engaging most with: (1) anxiety (2) sleep (3) stress (4) low mood

We need to lead with things you can do as this is the most interesting to both audiences

Further areas to explore:

New engagement toolThis has worked in

other areas

‘How are you’ tool

completes: 2.5m

Heart Age

completes: 3.6m

New content

Universal wellbeing offer:

Purpose, Learning,

Reflection, Connection

Gift, Movement, Sleep

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Planned approach for national launch

EMPOWER RESPOND

Encourage and facilitate

self-care action

among those experiencing

MH difficulties but haven’t yet

taken action to address them

Provide specific content for

people signalling needs

around common mental

health problems:

• Stress

• Anxiety

• Low mood

• Sleep

especially among at risk groups

(including low income

households, people with long

term conditions and carers)

Easy access to more

digestible contentNew “What’s on your

mind?” action planner

tool

Take simple self-care actions

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Introducing…

Users answer clinically-approved questions:

These will cover: anxiety, low mood, sleep and stress

Contextual questions take account of MH drivers e.g. loneliness, debt,

bereavement

Personalised action plan • Recommended actions• Signposting to local

resources

At the heart of this is an online tool where users create their own mental health action plan

Address specific mental health concernsIncluding: sleep, anxiety, low mood and stress

Need for urgent support or guidance on helping

someone else

Universal wellbeing offer

This will deliver a breadth of information

Robust evaluation plan to measure campaign impact

Short term

• Campaign reach and awareness

• Number of action plans delivered

• Mental health literacy (understanding how to obtain/maintain good mental health, common

mental health disorders and enhancing help-seeking efficacy)

• Audience’s knowledge of the actions to take to improve mental health

• Audience’s confidence around taking action to improve their own mental health

• Audience’s understanding of how to support others who are struggling with their mental health

• Self-reported positive steps towards managing and improving mental health

Long term – working with Mental Health Policy Research Unit

• Increase in mental wellbeing

• Symptom improvement

• Long term engagement/action planning

• Increase in appropriate contact with health services and decrease in inappropriate contact

• Reduced prevalence of common mental health disorders (sub-threshold and mild)

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Support for partners

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Core activity for partners

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Embed tool

Become ambassadors

for the campaign

Promote your service / activities

Wellness markets

Join up with local partners

and share across networks

External comms

Next steps

1. Become an ambassador for the campaign and encourage colleagues to

Sign up to the PHE CRC for updates and access to materials

2. Share embedding instructions with your digital team and promote

Every Mind Matters to your workforce and the population you serve

https://www.nhs.uk/oneyou/every-mind-matters/

3. Get in touch with PHE South East lead and communication colleagues to

review what you can do to be part of this high-profile campaign

Nisha.Sharma@phe.gov.uk - Public Mental Health Lead

Sarah.Houlden@phe.gov.uk – Regional Marketing Lead