Building wellbeing “One Tiny Step” at a time
Categories
Branding, Campaign, Creative, Events, Social Media
Elements
Keep learning
Luton Council sought to combat the stigma surrounding mental health and wellbeing in their community.
The Challenge
The aim for We Can was to create and launch a campaign to raise awareness of the Five ways to wellbeing while encouraging openness about mental health issues. The challenge lay in engaging a diverse audience and fostering positive behaviour change.
Insights
The Five ways to wellbeing are a set of evidence-based public mental health messages aimed at improving the mental health and wellbeing of the whole population.
The Five ways to wellbeing were developed by the New Economics Foundation as the result of a commission by Foresight, the UK government’s futures think-tank, as part of the Foresight Project on Mental Capital and Wellbeing.
The Solution
Working within the EAST framework to optimise the insights from the research to influence our creative work, our team devised the “One Small Step” campaign, focusing on simple, relatable habits that are easy to adopt, and aligned with the Five ways to wellbeing. We collaborated with mental health professionals and community members to ensure the campaign’s relevance and inclusivity. Our approach included creating various multimedia materials, from social media graphics to billboards, and organising a launch event.
As part of this work we developed an interactive online resource, a wellbeing wall www.howareyoufeelingtoday.co.uk to provide a safe space for discussing mental health. This tool is designed to be flexible enough to use in a variety of settings.
The Results
The campaign received overwhelmingly positive feedback and achieved its objectives. Attendees of the launch event reported a 91% improvement in awareness of the Five ways to wellbeing. The engagement with the wellbeing wall, particularly through social media, demonstrated its effectiveness in facilitating discussions around mental health.
Moreover, the campaign successfully directed individuals to local mental health services, ensuring ongoing support within the community. Overall, the project significantly contributed to reducing stigma and promoting mental wellbeing in Luton.
Our geo-locate adverts had 154, 783 impressions and
our Adshel live graphics got 44,731 plays in total across all sites.
