every mind matters public health - tvscn · email: [email protected] october 2019. session...
TRANSCRIPT
Every Mind Matters – Public Health
England’s Mental Health campaign
Nisha Sharma – Public Mental Health Lead
Public Health England South East
Email: [email protected]
October 2019
Session outline
• Background and campaign aims
• Key learnings from the pilot
• Campaign plans for October and beyond
• How you can get involved?
2
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
35
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
8
`
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
10
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
15
Core activity for partners
16
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
[email protected] - Public Mental Health Lead
[email protected] – Regional Marketing Lead