Engaging young people with NHS MindMate
Client
Services
- Integrated Marketing Strategy
- PR
- Stakeholder communication and engagement
Sectors
- Education
MindMate, an NHS-backed service offering mental health and wellbeing resources, wanted to increase awareness and uptake among 14 to 24-year-olds, particularly young males and those from ‘seldom heard’ communities. With social media and online support already in place, we delivered a city-wide campaign using high-profile partnerships and out-of-home tactics to meet young people where they were.
We collaborated with Leeds United and Leeds Rhinos, ran promotional activity at stadiums, and held a branded ‘MindMate in the City’ campervan tour. We partnered with Capital FM and used DAX mobile streaming to reach young listeners, while Voluntary Action Leeds helped us target community centres, schools, and sports clubs. A partnership with First Group enabled widespread poster distribution on buses across Leeds.
Results
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0 - increase in 18 to 24-year-old male visitors to the MindMate website
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0 - people reached with ‘MindMate in the City’ activity, 40% of whom were parents
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0 - of Leeds adults and more than half of under-25s reached through First Group partnership
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0 - total campaign reach across Leeds
Key Insight:
Success hinged on engaging young people in their own spaces through sports, music, and community hubs rather than relying on traditional media which we knew they didn’t access as regularly.
