Where’s Your Head At? launches to coincide with Mental Health Awareness Week.
Bauer Media teamed up with mental-health campaigner Natasha Devon MBE and Mental Health First Aid England asking people to sign a petition to make a mental health first aid a legal requirement in the workplace.
We harnessed Bauer Media’s influence with a host of celebrity supporters to spread the word about our important campaign and engaged Bauer’s audience of 25 million people across the UK through our magazine and radio brands, including Grazia, heat, Closer, Magic, Absolute and KISS. The campaign also received outdoor space from media giants Ocean Outdoor and 8 Outdoor to help us expand our reach even further!
On October 8th 2018, we delivered a public petition of over 200,000 signatures to 10 Downing Street with London’s Mayor Sadiq Khan pledging full support for our campaign.
Appreciating that the Government would only consider real legislative change if we had backing from businesses, we lobbied influential organisations across the U.K. asking them to sign an open letter to the Prime Minister. The letter was exclusively published in the Telegraph and generated blanket national news coverage and triggered a direct response from the Health and Safety Executive who amended their mental-health first-aid guidance.
In January 2019, our campaign gained new momentum when it was announced that the issue was going to be discussed in Parliament during a Backbench Business Committee Debate, following a motion tabled by Berger, Mercer and Lamb.
In the run up to the debate, we ran targeted outdoor advertising campaign in partnership with 8 Outdoor, encouraging people to tweet their MPs to show support of the debate. On the day, MPs from main parties spoke in support of the issue, and the debate signalled overwhelming support for legislative change.