Start-up agency Intent Health wins mental health clients

Intent Health has added mental health social enterprise InsideOut and wellbeing app FormScore to its initial client roster, the agency has announced.

Dr Jane Brearley, founder, Intent Health
Dr Jane Brearley, founder, Intent Health

The new accounts are among the first for the fledgling agency, which was formed by Dr Jane Brearley after she stepped down from leading Portland’s health practice earlier this year.

Intent Health has been retained to work on a year-long project to boost the work of InsideOut on tackling the stigma around mental health in the workplace.

Brearley explained that the agency will be “working with senior leaders who are willing to tell their stories about their mental health challenges across various media channels”.

It will also promote the launch of InsideOut’s LeaderBoard next week, when the full list of role models who have opened up about their mental ill-health will be published.

Rob Stephenson, chief executive and founder of InsideOut and FormScore, commented: “The InsideOut LeaderBoard celebrates each leader who has decided to be open, thus playing their part in smashing the stigma and helping others in their organisation speak out and seek help.”

He added: “In 2020, the list launching on 28 October has grown to 111 leaders, creating a ripple effect of more and more executives speaking out until it is as normal to talk about mental ill-health in the business world as it is to disclose a broken leg.” 

Stephenson described Intent Health as “a partner who shares our values and believes in the importance of speaking out about mental ill-health”.

He said: “Together our aim is to drive acceptance at the highest level of business, to normalise conversations about mental ill-health and to raise awareness of how community support can help.” 

The agency will also work on raising the profile of FormScore, an app that was initially designed as a tool to track the user's daily mood but has evolved into a platform connecting people and encouraging mutual support.

Mental health is an issue in which Brearley has a particular interest. “Over the last few years, I have been committed to talking about my mental ill-health. I have had panic attacks in pitches, sleepless nights before client meetings and bouts of anxiety," she said.

“It is my view that if, as senior leaders, we can be open about how we are feeling, it encourages other people to do so and helps the team see that it is OK to be vulnerable. We are all human.”

A PRCA report on mental health in the PR industry, released earlier this month, revealed that “mental ill-health is still rife in our industry, so the more we can do to take the stigma away and talk to each other the better”, Brearley said.

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