Free Your Mind 3 - NHS South East London Clinical Commissioning Group
How behavioural science increased referrals to IAPT mental health
services by 131.5%
- NHS South East London Clinical Commissioning Group
- May 2022 - March 2023
What services we used
- Behavioural Insights Research
- Randomised trials
- Campaign Activation
- Post-campaign Survey
“We are passionate about using the power of behavioural science to improve lives, wherever we can.”
The Brief
The COVID-19 pandemic presented the NHS with a number of challenges. One of the biggest challenges was the impact on mental health as communities struggled in isolation. Our client recognised the risk of rising mental ill-health early on, and wanted to raise awareness of, and engagement with, its mental health services.
The Approach
Phase 3 of the multi-award-winning Free Your Mind campaign worked in partnership with the South London Listens (SLL) Programme in south east London. We supported SLL in delivering their action plan to help prevent mental health crises as a result of the Covid-19 pandemic and new challenges impacting communities across south east London.
The Impact
Delivered within 12 weeks, including research, insights, testing, #FreeYourMind is multi-award-winning campaign, having three iterations, and widely recognised as an innovative results-oriented campaign by NHS teams across the UK.
131.5% increase in referrals to IAPT mental health services
contributed to nearly 800 sign-ups across partner services in 8 weeks
The Behavioural Science
- Identifying behaviours, and analysing barriers to action using COM-B
- Rapid Testing
- Desk research & semi structured interviews
- Evaluation
