HSJ Awards 2014: Innovation in Mental Health

Newham CCG: #Isitjustme? Peer-to-peer education through youth radio broadcasting during Mental Health Awareness Week

The judges said the campaign was a “very innovative and imaginative way of engaging young people” and contained “great links to other services and networks”. They said the campaign had “huge potential” and could be expanded.

Newham CCG wanted to connect with young people during Mental Health Awareness Week, and focused on peer-to-peer education and targeted communications.

The CCG worked on a broadcast engagement campaign with under-25s-presented radio station Reprezent 107.3FM, allowing programmes to be researched, written and delivered by the young presenters.

The station also used interviews with music stars including Rudimental; social media; and a feature on ITV’s Good Morning Britain to boost audiences.

Music artist Lady Leshurr, popular among young girls in the borough, spoke about lyrics from her song Depression, and gave insight into the circumstances causing her to write them.

Almost 10,000 people listened to one of five documentary features, while almost 50,000 heard about the campaign. One-minute adverts highlighting facts about mental health were broadcast 180 times.

Uptake of local mental health services increased, and requests were received from colleges and universities to use the material. The CCG said the campaign successfully increased public confidence in mental health services, and tackled the stigma about mental health.

Other finalists’ projects:

• Cheshire and Wirral Partnership Foundation Trust – MyMind.org.uk
• Blackburn with Darwen Clinical Commissioning Group – Leading innovation in mental health commissioning
• Buddy Enterprises – Buddy app: therapy services in a digital world
• Gainsborough Foundation with Rainbow Surgery – ANSWERS: an innovative way of achieving success in the commonest mental health illness of alcoholism
• Hertfordshire Partnership University Foundation Trust – Adult day treatment unit
• Manchester Mental Health and Social Care Trust – Start2 online service for health and wellbeing
• Mersey Care Trust – Ashworth Hospital
• Northumberland, Tyne & Wear Foundation Trust – Sunderland psychiatric liaison team
• South Essex Partnership University Foundation Trust – The prevention of avoidable deaths as a result of physical illness and deterioration within mental health in-patient settings
• UCLPartners – 12,000 trained: leading a cultural change in dementia care