The context

Barking and Dagenham, Havering and Redbridge (BHR) CCGs wanted to increase self-referrals and awareness of the increasing access to a psychological therapies (IAPT) programme.

Our role

We partnered with a research agency to gain insight into the motivations and barriers experienced by people when they think about their mental wellbeing. Using the insight from co-creation workshops run with residents, we developed a new service name, vision, tone of voice and approach to the language used in communications. We designed a website for the newly branded service focused on making it easier for the user to navigate and to self-refer. A comprehensive marketing and communications campaign was implemented over three months and included targeted door drops, email, community packs to GPs and community centres, social media and web advertising, paid-for digital search and earned media.

The outcome

  • The campaign generated 600 self-referral applications and 28,908 sessions on mytalkingtherapies.org.uk during the three-month campaign period.
  • Sponsored adverts on social media, Google search and web advertising generated 5.4 million digital impressions to BHR residents.
  • Service leads noted an increase in inbound activity to the IAPT service during the campaign, and activity continued to rise steadily post campaign.