Communications

Engagement with people across Cambridgeshire and Peterborough in the 2022 Public Mental Health Survey highlighted that there is a gap in terms of individuals’ understanding of what support is available to them and how to access it; or what they can do to support their mental wellbeing. Pressures on the mental health system mean that there is a particularly urgent need for support and information while waiting for treatment services. This highlights the importance of communications around support services, including community-based activities and organisations.

What is the most effective way to communicate messages around mental health?

An evidence review carried out in 2023 looked at national guidance and research around communicating mental health and wellbeing information. This review also included evidence from neighbouring local authorities.

Key findings

Most of the literature found was of low strength due to being from small studies (rather than systematic reviews), not easily generalisable and often lacking a comparison group or control for other factors. Several national guidelines were identified which give practical frameworks for designing, implementing, and evaluating communications work, although not specific to mental health communications. Findings were also informed by examples from neighbouring local authorities:

Print media is generally less effective (has a narrow audience and often requires higher literacy rates) than other forms of more interactive media, video and online resources.
Evidence on social media is mixed, but some forms may be particularly effective with specific target audiences (e.g., one study found that Instagram generated a lot more engagement than Facebook and Twitter for physical activity trackers).
There is some evidence that television programmes such as mental health documentaries can increase intention to seek help, but it is not clear how long this effect lasts and for which population groups this is most effective.
One study highlights the need for trauma-informed and empathy-based approaches, especially when communicating mental health to children and young people, families and schools.
The importance of evaluation of communications work is repeatedly mentioned both in literature and practise examples, but in reality is very limited. Most local authorities largely rely on websites and newsletters for their mental health communications for which evaluation of outcomes are very limited.

How to ensure effective communication

Engage your target audience for the development of successful communications. From gaining insight about ways they find information, communication needs, interests, identifying barriers, coproduction and inclusion of personal stories, testing of the materials, to evaluating the impact of the campaign.
Use evidence-based approaches to guide communication development, such as:
1. Effective communications checklist by the Centre for Applied Behavioural Science
2. RESPONSE checklist
3. OASIS campaign planning framework
Keep communications and messaging simple and readable. This is covered in evidence-based checklists mentioned above, and key elements include:
1. Check readability level, use short sentences, avoid abbreviations and use colloquial terms.
2. Check accessibility requirements of your target audience (languages, sign language, braille, easy read etc.)
Consider framing around wider determinants. It may be helpful to shift the tone from individualistic perspective that can lead to shame and blame (e.g., food we eat and level of exercise) to one that recognises and addresses the wider determinants of health (e.g., homes, jobs, access to education, experience of poverty and discrimination).
Consider the role of messengers. Rather than running a campaign directly, it may be more effective to engage community leaders and organisations working directly with your target audience (e.g., from a charity to a football club). Work with partners to use existing communication routes to engage with underserved populations.
Where relevant, link to national campaigns and review OHID Campaign Resource Centre

References

Full list of references is included at the end of this chapter.