‘Whatever’s on your mind. We’re here to listen’
Kooth’s first OOH campaign with TfGM aims to support the mental health of Greater Manchester
London, UK, 27th February 2023: Kooth Digital Health has collaborated with Transport for Greater Manchester (TfGM) on its first-ever multi-platform 'out-of-home' campaign.
The campaign ‘Whatever’s on your mind. We’re here to listen’ was created by Kooth Digital Mental Health’s marketing and creative team. It used anonymous data from Kooth’s service users to ensure the quotes and content used in the campaign resonated perfectly with its target audience. This is vital to ensuring that the aim of simply raising awareness, and encouraging take-up, of its Kooth.com (for those aged 10 to 25) and Qwell.io (aged 26+) services across Greater Manchester is met.
The campaign is multifaceted and runs across multiple platforms, targeting all public transport users. It includes posters across 90 sites located across the full Metrolink network including Manchester city centre and Salford stops; internal coving advertising panels across 147 Metrolink trams; advert on rotation across 38 departure screens at 10 interchanges and OOH large format posters at high footfall passenger areas within Greater Manchester. As well as, leaderboard, skyscraper and MPU positions on the TfGM website.
Commissioned by NHS Greater Manchester Integrated Care Kooth’s free, confidential and safe digital mental health service offers a unique out of office hours’ provision that is open 7 days per week, 365 days a year. The Kooth.com and Qwell.io services are available to approximately two million people aged 10 to 99+ across the 10 localities of Greater Manchester and are instantly accessible, once the user is registered, through an internet-connected smartphone, tablet or computer.
Kooth.com and Qwell.io are designed to provide a choice of personalised mental health services - from access to one-to-one text based sessions with experienced counsellors and wellbeing practitioners to fully safeguarded peer community support - that help promote, protect and improve emotional wellbeing and mental health in the region. There is no referral needed from a health professional, waiting lists or criteria to qualify for this invaluable support.
Ayomi Rupasinghe, Marketing Director at Kooth commented: “Greater Manchester was the first UK region to provide digital mental health support free to all of its residents. However, despite the perceived stigma associated with mental health slowly fading away, we are aware that reaching out and asking for help or support is not always easy, whatever age. At Kooth, we wanted to be able to shout loud and proud about the availability of our Kooth.com and Qwell.io services and what better way than across the TfGM network. However, central to this was also ensuring that the language and content used resonated with the target audience. Our service users are at the heart of everything we do, and as such, the anonymous data and feedback from them played a vital role in creating the theme and wording for the campaign.
“We are confident that those with mental health concerns will now know that our team of experienced practitioners and professional counsellors are here to listen and can provide support at a range of levels. No matter the issue or situation, Kooth is here to help the people of Manchester - safely and confidentially.”
Mark Fisher, Chief Executive of NHS Greater Manchester Integrated Care, explained: “The commissioning of Kooth was a significant and important step towards delivering the health and care that the population of Greater Manchester deserve. This simple, yet effective advertising campaign that will appear across the TfGM network will hopefully drive awareness and encourage anyone with mental health concerns in Greater Manchester to seek help.
“We know that early intervention and treatment can have a significantly positive impact on an adult, child or young person’s mental health and may prevent problems from becoming worse. Being safe, accessible and confidential was important to help reduce the stigma that’s often associated with mental health, and ensure that those seeking support have somewhere to go that matches their needs.
“We look forward to seeing the further positive impact Kooth and Qwell will have on our city region.”
Mike Mellor, Head of Commercial, Transport for Greater Manchester, added: “At Transport for Greater Manchester, we’re committed to supporting communities across the city-region, and our customers are at the heart of everything we do. As such, supporting the mental health and wellbeing of our residents is really important because it is the people of Manchester that keep this city working, growing, and ultimately, make it a great place to live. We’re thrilled to be able to support Kooth, as well as the Greater Manchester Health and Social Care Partnership, in raising awareness of this service via the use of our OOH assets. With over 5.6 million journeys being made across Greater Manchester’s transport network each day, this campaign has the chance to make a real impact.”
The campaign went live on 23rd January and will run until 12th March.
About Kooth plc:
Kooth is the UK’s leading digital mental health platform. Our mission is to provide accessible and safe spaces for everyone to achieve better mental health. Our platform is clinically robust and accredited to provide a range of therapeutic support and interventions. All our services are predicated on easy access to make early intervention and prevention a reality.
Kooth is a fully safeguarded and pre-moderated community with a library of peer and professional created content, alongside access to experienced online counsellors. There are no thresholds for support and no waiting lists. Currently, Kooth sees over 4,000 logins a day.
Kooth is the only digital mental health provider to hold a UK-wide accreditation from the British Association of Counselling and Psychotherapy (BACP).
In 2021, Kooth was named ‘Best Newcomer’ at the European Mediscience Awards, winner in the category of ‘Tech for Good’ at the UK Tech Awards and recognised as the ‘HealthTech Pioneer of the Year’ at the UK Business Tech Awards for its role in ‘Supporting the Nation's Mental health’.
The Greater Manchester Integrated Care Partnership and NHS Greater Manchester Integrated Care are helping organisations work better together with people and communities. We want people across all our boroughs to stay well, whatever their age, and whatever issues or conditions they might be managing. We’re bringing together all the different organisations that support people’s health and social care, so that services can join up and act faster when people need support. Integrated care means starting with the person, understanding they’ll have different needs as they move through life, and connecting them with the right care. https://gmintegratedcare.org.uk/
About Transport for Greater Manchester (TfGM):
Transport for Greater Manchester (TfGM) is the local government body responsible for delivering Greater Manchester’s transport strategy and commitments. More than 5.6million journeys are made across Greater Manchester’s transport network each day. For more information, visit tfgm.com.