NHS Feel brighter
Cambridgeshire & Peterborough Integrated Care System (CPICS) works together to improve the health and wellbeing of people locally at every life stage. It brings together health and care organisations with local councils and community initiatives. CPICS wanted to increase access to free NHS Talking Therapies for mental health conditions among people aged 65+ in Peterborough and Cambridgeshire.

Research found that these therapies were currently accessed by only 8% of 65+ adults, compared to 22.5% of adults under 65. CPICS attributed this to the stigma associated with mental health among older adults, making them reluctant to seek help.
NHS Feel bright creatives

Our Solution

We worked closely with the client to create vibrant, image led campaign ideas to educate older people about mental health symptoms they might be experiencing, and how support could help.

We based the campaign design and messaging around CPICS research which talked to 3,034 older adults. We presented our ideas at workshops with service users and providers to gather feedback.

Various design concepts were presented at focus groups with people with lived experience of mental health issues for further input. The agreed creative focused on the headline ‘Feel Brighter.’

NHS Creatives NHS Creatives NHS Creatives NHS Creative mock ups


The Feel Brighter campaign launched, this included social media, ad vans, attention in the local press, posters, flyers and direct mail to GPs, healthcare professionals, charities and care settings.

In just two months the website attracted almost 20,000 visitors, more than 10,000 of them clicking through from social media ads.

NHS Website social creatives
Closing Quotes

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