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.
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.’
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.