We created the Mind Blue Light programme to provide specialist mental health support to emergency services personnel across the UK.
Our research found that 69% of emergency responders felt their mental health had deteriorated as a result of the extreme pressures brought by the coronavirus pandemic. Many also told us that they often feel additional pressure from the media, general public, and even from colleagues, friends and family. Hailed as "heroes", or villainised for not doing enough, the weight of expectation can be overwhelming. Despite this, many are reluctant to reach out for help. Our programme offers emergency responders in the ambulance, fire, police and search and rescue services easily accessible, tailored support, while tackling the stigma surrounding mental health. We wanted emergency responders to feel that their mental health is just as important as that of the people they support. We achieved this through a multi-faceted creative campaign, which included a new website tailored to emergency service support, a campaign film shown across digital and BVOD, a radio advert, OOH media, paid and organic social, and national media coverage. The campaign had over 27 million impressions and we exceeded our web traffic target by 39%.