Award-winning #FreeYourMind campaign enters Phase 2

Following the success of Phase 1, Lynn PR is delighted to announce that we will be delivering Phase 2 of our award-winning #FreeYourMind campaign for our client NHS South East London CCG.

Delivered within 12 weeks, including research, insights and testing, #FreeYourMind Phase 1 reached over 1.4m residents in south east London during Lockdown 1, and generated some of the highest engagements in mental health communications. Importantly, the campaign drove our audiences to take action and care for their mental health; many took action for the first time and accessed mental health services that they had previously not engaged with. #FreeYourMind is now widely recognised as an innovative results-oriented campaign by NHS teams across the UK.

#FreeYourMind Phase 2 is designed to further support south east London residents access mental health and psychological therapies during Lockdown 3, specifically referrals and access to Improving Access to Psychological Therapies (IAPT) services. We will also support the roll-out of a new mental health and wellbeing service for adults, Qwell, run by Kooth.

We’ll be using research and behavioural insights to understand organisational challenges in order to deliver tailored solutions and interventions for our follow-up audience-first campaign.

Speaking about Phase 2, Assistant Director of Communications & Engagement at NHS South East London CCG, Russell Cartwright, said: 

”We are delighted to have the opportunity to run a second phase of this campaign and build on what we achieved first time around. The last 10 months have had an impact on all of our mental health and I’m confident that the campaign will encourage more people to take action and get the help they need early.”

Founder of Lynn PR, Shayoni Lynn, added: “We’re looking forward to delivering Phase 2 of this campaign and building on our extensive insights at this critical time, so we can support south east London residents access key public health services during Lockdown 3. #FreeYourMind confirmed that a data-driven behaviourally-informed campaign can be effective at communicating with audiences quickly, and persuading them to take action that improves their lives. With Phase 2, we hope to do the same, and help south east London residents better understand mental ill-health, so they can look after their mental health and wellbeing during this difficult time.”

Want to apply behavioural science to your communications projects in 2021? Get in touch at contact@lynnpr.co.uk 

This case study was written by Shayoni Lynn, Director at Lynn PR.