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Better Health - Every Mind Matters


COVID-19 has impacted the whole country; for almost everyone, life has had to change fundamentally. Research shows that since the start of the pandemic there has been an increase in a range of mental health conditions for adults, from low wellbeing, sleep problems and anxiety to depression.

But there are things that people can do to support their mental health and wellbeing at this time.

On 18 January Public Health England will launch the Better Health - Every Mind Matters campaign to support the nation’s mental wellbeing with the encouragement that “When things aren’t so good out there, make inside better”.


Approach: This “Make inside better” 2021 phase of the  campaign will run across across PR, radio, social and digital encouraging people to create a free NHS-approved ‘Mind Plan’. Over 2.6million people have already created one of these personalised plans that provide practical steps they can take to help manage the current external pressures on their mental health and wellbeing.

The Every Mind Matters platform has also been continuously updated to support people during the COVID-19 outbreak, and has a COVID-19 hub that includes tips and support on how to deal with change, cope with money worries and job uncertainty and how to look after your mental wellbeing while staying at home. It also includes practical tips and videos from experts on dealing with stress and anxiety, boosting your mood, sleeping better and what you can do to help others – including advice for parents and for children and young people.


Target Audience: Aimed at adults, but weighted towards those most at risk of mental health problems and vulnerable groups.


The partner campaign resources will include a range of materials that will direct to the Every Mind Matters, Mind Plan tool as a way to assess and personalise your own guide to better mental wellbeing, including:

•           Social Media Animations
•           Social Media Statics
•           Embedding instructions for the Mind Plan tool 
•           Radio advert 
•           PR Toolkit - The PR toolkit contains information to help you to promote the campaign. It includes:
                      •   Key messages
                      •   Long and short copy
                      •   Suggestions, copy and assets for social media


Supported by partners: The campaign is being supported by the NHS, local authorities and a range of mental health charities, health organisations as well as other charities and commercial sector partners.