Case Study: NHS MindMate boosts youth engagement with Aberfield Communications

NHS MindMate reaches 40% of Leeds adults with Aberfield

The customer, NHS MindMate, an NHS-backed mental health service, faced the challenge of increasing awareness and uptake of its resources among 14 to 24-year-olds, particularly young males and those from seldom heard communities. The vendor, Aberfield, was engaged to deliver a public relations campaign to meet this challenge.

Aberfield implemented a city-wide PR campaign that utilized high-profile partnerships and out-of-home tactics to engage young people directly in their own spaces. The solution included collaborations with Leeds United and Leeds Rhinos, a branded campervan tour, partnerships with radio stations, and widespread poster distribution on buses. This strategy by Aberfield resulted in a significant measurable impact, including a 400% increase in 18 to 24-year-old male website visitors and a total campaign reach across Leeds of 500,000 people.

NHS MindMate