Feel Brighter
“Improving access to psychological therapies.”
Cambridgeshire & Peterborough Integrated Care System (CPICS) is a partnership of local NHS services, councils, and community organisations working together to improve health and wellbeing at every stage of life. One of their key priorities is addressing mental health access and outcomes for people over the age of 65 across the region.
CPICS needed to increase awareness and uptake of free NHS Talking Therapies among adults aged 65+ in Peterborough and Cambridgeshire. Research showed a significant gap in access, with just 8% of over-65s using the service compared to 22.5% of under-65s. A core challenge was tackling stigma around mental health in older age, making this group less likely to seek support.
We developed and delivered the “Feel Brighter” campaign, a vibrant, image-led creative concept that aimed to normalise conversations around mental health, educate people on symptoms, and signpost them to support. Based on CPICS’ survey of 3,034 older adults, the campaign messaging was validated through workshops and focus groups with service users and healthcare professionals.
The campaign launched across multiple channels including social media, press coverage, ad vans, posters, flyers and direct mail to local GPs, charities and care settings. In the first two months, the website attracted nearly 20,000 visitors, with over 10,000 clicking through directly from social media ads.
This was a highly collaborative creative project, underpinned by research and co-design. We developed campaign messaging and visuals through stakeholder workshops and focus groups with older adults and healthcare professionals. The final concept, “Feel Brighter,” used bold, relatable visuals and simple language to gently challenge stigma around mental health. A full suite of campaign assets was developed, including social ads, print collateral and OOH materials, tailored for maximum reach across local communities.
The success of the campaign lay in its collaborative development and sensitive tone. Engaging directly with the target audience through co-design workshops ensured the final concept resonated with older adults and addressed stigma head-on. The result was a campaign that felt both empowering and accessible, driving tangible increases in awareness and interest.
What We Delivered
The vibrant and engaging messaging yielded strong results. The campaign reached a wide audience and help to change attitudes to common mental health symptoms like loneliness, anxiety and low mood – which often get ignored.
Dr Emma Tiffin — Cambridgeshire and Peterborough CCG Adult Clinical Mental Health Lead
