Campaign to increase access to psychological therapies in BHR
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.
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 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.