Changing behaviour toward mental health in the UK

When the opportunity arose with the Institute of Psychiatry back in 2008 to benchmark the difference between face-to-face and online responses to UK mental health survey attitudes, we jumped at the chance. Little did we know this would evolve into a 13-year partnership that would help transform how mental health stigma and discrimination are addressed in the UK.

Addressing the deeply sensitive subject of mental health stigma, especially among hard-to-reach audiences, required a thoughtful and considered approach. After 6 years and two phases of anti-stigma campaigns, our research revealed lower engagement with Time to Change advertising, particularly among younger men with no direct experience of mental health issues. Recognising the importance of reaching this group, Time to Change took bold steps in 2017 to focus on this challenging demographic. They produced two award-winning campaigns: In Your Corner and Ask Twice, specifically tailored to break through this barrier in a way that resonated without alienating the audience.

This shift in targeting required a robust understanding of the ‘detached’ audience and a strategic framework for engaging them. We conducted an attitudinal segmentation based on six years of data, creating clear pen portraits and a framework to guide campaign strategy. We also used the COM-B behaviour change model to pinpoint where the campaign was most effective and where additional focus was needed, ensuring that the messaging was both impactful and aligned with readiness for change.

Our ad tracking showed that, over time, the campaign made a real impact on this harder-to-reach audience. Campaign recognition more than doubled among ‘detached’ young males within 18 months, and both claimed behaviour action and preparation were driven strongly by the activity. Concurrent attitude tracking also revealed a significant increase in proximity behaviours towards people with mental health problems, with peaks aligned to campaign activity, demonstrating the long-term positive effect the campaign had on this critical audience.