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Encourage men aged 30-49 into activity which will support their Mental Health & wellbeing
Motivated to act
North Yorkshire County Council commissioned ICE to deliver a health campaign to encourage men aged 30-49 to engage with the Five Ways To Wellbeing by engaging in activities evidenced to improve mental wellbeing.
ICE conducted qualitative research and concept testing with 126 men aged 30-49 from multiple ethnic backgrounds to inform the campaign’s design and delivery.
We delivered the campaign across multiple channels and developed both the online and offline campaign concepts. We led on the copywriting content, applying an informal, conversational tone of voice and behavioural language focused on what men value and what’s important to them.
We shaped messages to give men ideas and aspirations for activities they could do linked to the ‘Five Ways to Wellbeing’: connecting with friends, being active and learning new skills. The messages did not overtly focus on mental health and wellbeing but instead asked questions like “When was the last time you saw your mates?” to subconsciously prime men to consider the message without directly ‘telling them what to do’. The importance of this approach was cemented by men who’d previously experienced mental health challenges saying direct messaging about mental wellbeing would not incentivise them to act. The campaign used retro-style imagery of superhero figures to evoke feelings of nostalgia and humour which tested well with the target audience.
Awareness of the campaign
Motivated to act
The initiative was a finalist in the Public Sector Communications Awards and CIPR PRide Awards 2018. Piloted initially in Scarborough, Malton and Selby, the campaign is now being rolled out across the whole of North Yorkshire.
“ICE are real experts in their field. The relationship worked so well and was fantastic all the way through, with high quality throughout.”
Health Improvement Manager, North Yorkshire County Council
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