Sussex Partnership NHS Foundation Trust introduced the Staff in Mind service, a free initiative designed to support NHS and Social Care staff across Sussex with their emotional and psychological wellbeing.
This service recognises the unique pressures faced by healthcare and social care professionals, from managing high workloads to coping with workplace stress. By offering confidential support, practical resources, and evidence-based guidance, Staff in Mind empowers staff to access the help they need, promoting better wellbeing and resilience without impacting their professional responsibilities.
Launched to raise awareness of its new Staff in Mind service, Sussex Partnership NHS Foundation Trust (SPFT) aimed to increase self-referrals from NHS and Social Care staff across Sussex.
Many staff experiencing emotional or psychological difficulties were unlikely to access support through workplace channels.
The key challenge was reaching staff outside of the work environment and encouraging confidential access to the support available.
Air Social used Meta ads with geo-targeted pin drops around NHS and Social Care workplaces across Sussex, alongside demographic and interest-based targeting.
Running multiple campaigns across Facebook and Instagram, we created messaging designed to highlight the confidential and discreet nature of the service.
By enabling staff to self-refer directly via the Staff in Mind website on their personal devices, the campaign broke down barriers to accessing support while keeping the process simple and private.
The campaign exceeded expectations, achieving 326,914 impressions and 5,857 link clicks, successfully driving traffic to the Staff in Mind website.
Highly engaging creatives generated 89,870 post engagements, demonstrating the campaign’s ability to capture attention. By raising awareness and reinforcing confidentiality, the campaign contributed to increased self-referrals and improved access to mental health support for NHS and Social Care staff across Sussex.
Impressions
clicks
Post Engagements
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