Just Talk - Boys' Mental Health Campaign
PHE ePoster Library. Wootten G. 09/12/19; 274342; 149
Mr. Gary Wootten
Mr. Gary Wootten
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Abstract
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Abstract BACKGROUND1 in 8 children/young people have diagnosable mental health problems.Half of mental health issues established by age 14.Promoting wellbeing to a single school year group = potential £24billion of benefit nationally (England).Boys three times more likely to take their own lives.In Hertfordshire 24k 3-19 year olds were diagnosed with a mental health illness in 2014.METHOD PHASE 1 (2017-18) Audience: Males in Hertfordshire aged 11-18.Focus groups: Informed creative direction, logo, campaign assets and stakeholder toolkit.Brand: Themes covered: Strength; Trust; Conversation; Support.Literature: Tailored for audience and support parents and carers.Messages: Talking shows strength; We all have mental health; Don't keep it to yourself; It's okay not to be okay.PHASE 2 (2018-19) Audience: Widened to all young people aged 8-25 in Hertfordshire.Insight: Ongoing engagement and input from partners and stakeholders.Additional assets: Two new JustTalk short films; new website; suite of toolkits for schools, out-of-school agencies and young people.
Results
PHASE 1Reduction of keeping worries about mental health to themselves (shift from 24% to 20%).Slight increase in boys more likely to talk to others about their worries (increase of 1%).20 partner agencies working together to meet JustTalk objectives.Social media channels reached over 55,000 individuals.PHASE 2Partners more confident delivering elements of the programme themselves, reinforcing its sustainability.ITV's Good Morning Britain, with 700,000 viewers, described the campaign as ‘groundbreaking'.
Conclusion
Areas outside Hertfordshire requesting information to inform their own local plans, which is scaling the impact. External funding details
Abstract BACKGROUND1 in 8 children/young people have diagnosable mental health problems.Half of mental health issues established by age 14.Promoting wellbeing to a single school year group = potential £24billion of benefit nationally (England).Boys three times more likely to take their own lives.In Hertfordshire 24k 3-19 year olds were diagnosed with a mental health illness in 2014.METHOD PHASE 1 (2017-18) Audience: Males in Hertfordshire aged 11-18.Focus groups: Informed creative direction, logo, campaign assets and stakeholder toolkit.Brand: Themes covered: Strength; Trust; Conversation; Support.Literature: Tailored for audience and support parents and carers.Messages: Talking shows strength; We all have mental health; Don't keep it to yourself; It's okay not to be okay.PHASE 2 (2018-19) Audience: Widened to all young people aged 8-25 in Hertfordshire.Insight: Ongoing engagement and input from partners and stakeholders.Additional assets: Two new JustTalk short films; new website; suite of toolkits for schools, out-of-school agencies and young people.
Results
PHASE 1Reduction of keeping worries about mental health to themselves (shift from 24% to 20%).Slight increase in boys more likely to talk to others about their worries (increase of 1%).20 partner agencies working together to meet JustTalk objectives.Social media channels reached over 55,000 individuals.PHASE 2Partners more confident delivering elements of the programme themselves, reinforcing its sustainability.ITV's Good Morning Britain, with 700,000 viewers, described the campaign as ‘groundbreaking'.
Conclusion
Areas outside Hertfordshire requesting information to inform their own local plans, which is scaling the impact. External funding details
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