Health chiefs launch regional mental-illness prevention campaign pilot

Public Health England is testing activity, due to be launched across the country next year, in what will be the first government-led national campaign to help prevent people from developing long-term mental-health problems.

Still from the TV advertisement for PHE's 'Every mind matters' campaign
Still from the TV advertisement for PHE's 'Every mind matters' campaign

The pilot for the 'Every mind matters' campaign was launched in the Midlands on 10 October – World Mental Health Day. It aims to encourage people to take responsibility for their own mental wellbeing as much as for their physical health.

The regional campaign focuses on eight commonly reported mental-health problems – stress, anxiety, problems sleeping, low mood, panic, social anxiety, trauma, and obsessions and compulsions – and aims to direct people to an 'Every mind matters' guide on PHE’s One You website.


Approved by the NHS, this resource provides information on how to spot signs of problems, as well as what to do about them – with the aim of helping people prevent their problems from developing into serious mental-health conditions.

The guide, available as an interactive video, audiobook and ebook, includes personal stories from case studies, complementing the messages given by medical experts.


Spending time with family and friends, deep breathing, getting enough sleep and relaxation techniques such as yoga and meditation are among the tips being provided.

Key messages of the campaign include making mental health as important as physical health, that mental-health problems can affect anyone, that there is always something you can do to look after your mind, and that having good mental health may reduce your risk of physical health problems.



Sheila Mitchell, head of marketing at PHE, commented: "‘Public Health England is encouraging adults in the Midlands to look after their mental health as they do their physical health through its new 'Every mind matters' campaign pilot."

The campaign is being promoted by GPs, pharmacists, local authorities, charities and businesses who are supporting it.

She added: "It is being promoted to adults across the Midlands with new TV, radio and online ads; and is being supported by a range of public-sector, charity and commercial partners."

'Every mind matters' will run regionally until December, when it will then be evaluated prior to being rolled out nationally next year as part of the government’s strategy to tackle loneliness.


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