Campaign Evaluation April – June 2020 About the campaign About the campaign

• Kind to Your Mind is a campaign from the local councils and the NHS in Cheshire and Merseyside.

• It was created to help members of the public and key workers who may need support with their mental wellbeing during the Coronavirus pandemic.

• This support includes resources from the national Every Mind Matters campaign, access to free online wellbeing tools (provided by the Cheshire and Merseyside Health and Care Partnership) and information relating to local mental health crisis phone lines.

• The campaign is jointly led by the Cheshire and Merseyside Health and Care Partnership and Champs Public Health Collaborative.

• A number of marketing and communications channels were used to promote the campaign, including radio partnerships, a campaign website, social media, PR and a dedicated podcast series. Campaign objectives

• Inform people across the Cheshire and Merseyside region about the support and services available on the ALMA portal § Drive at least 1,000 people to the ALMA wellbeing portal § Encourage at least 50 signs ups to online therapy tool

• Use a number of platforms and channels to communicate positive messages to at least 100,000 people across Cheshire and Merseyside, to improve mental wellbeing and resilience

• Drive at least 3,000 people to the Kind to Your Mind website

• Encourage at least 250 uses of the hashtag #BeKindtoYourMind across all social media platforms

• Increase awareness of the Every Mind Matters national campaign § Drive at least 100 people to the Every Mind Matters webpage Campaign runtime

Campaign activity April May June

Website and campaign launch

Bauer Media partnership

Dee 106 radio Cheshire partnership

Wire FM radio Warrington partnership

Organic social media campaign

Press activity

Voiceworks partnership (podcasts)

Voiceworks partnership (Smooth North West live reads)

Campaign phase 1 finish Campaign performance Headlines

1.1 million radio listeners 8,400 website visitors

567,000 social media 2,800 social media engagements impressions

830,000 digital impressions 37 mentions in the media and partner news Radio

A paid radio campaign (and accompanying added value campaign) across Bauer Media’s stations started on on 13th April and finished on 11th May. A further added value campaign started on 11th May and finished on 8th June.

Over 522,000 people in Cheshire and Merseyside heard the campaign on Bauer Media’s radio stations, reaching 27% of people within Radio City’s broadcasting boundaries.

Matt Ashton, Director of Public Health for Liverpool and Sue Forster, Director of Public Health for St Helens were interviewed live on Radio City Talk to promote the campaign.

An accompanying digital campaign from Bauer Media also delivered over 830,000 impressions and 660 website clicks. Radio

A paid radio campaign across Chester’s Dee Radio and Cheshire’s Silk 106.9 started on 4th May and finished on 31st May. The stations also provided an extra 268 advertising spots free of charge.

Over 56,000 people in Cheshire heard the campaign across both stations.

Seven live interviews were also conducted with local influencers, including Councillor Louise Gittins, Leader of Cheshire West and Chester Council and Dr Anushta Sivananthan, Medical Director and Consultant Psychiatrist at Cheshire and Wirral Partnership NHS Foundation Trust. Radio

A paid radio campaign on Warrington’s Wire FM started on 4th May and finished on 31st May. The station also provided additional live reads and interview opportunities free of charge.

Over 57,000 people in Warrington, Widnes and Runcorn heard the campaign across both stations, reaching 21% of people within the station’s broadcasting boundaries. Radio

Smooth North West promoted the Kind to Your Mind podcast series live on air a total of 10 times, reaching 482,650 people. Web

The campaign’s dedicated landing page holds helpful resources and relevant information.

This includes links to the Every Mind Matters website, Cheshire and Merseyside’s ALMA wellbeing portal and local mental health crisis support phone lines.

Users can also access the Kind to Your Mind podcast series on the website. Web 8,402 users have visited the website, with 1,105 of those users returning to the website again.

The most popular page is the homepage (14,249 views). The second most popular page is the Podcast page (3,045 views).

Visitors spend on average one minute on a website page

The bounce rate (percentage of users who The lower the leave after looking at one page) is 38% bounce rate, the better. The industry standard is 40%. Web

The top 10 locations of users visiting the campaign website in Cheshire and Merseyside are…

1. Liverpool 6. Chester 2. Birkenhead 7. Southport 3. St Helens 8. Runcorn 4. Ellesmere Port 9. Wallasey 5. Widnes 10. Winsford Social media – paid

Radio City ran two paid social media campaigns during the campaign period.

165,954 total impressions

970 website clicks Social media – paid

Voiceworks ran one paid social media during the campaign period.

201,689 total impressions

1,728 website clicks

326 engagements (shares, likes and comments) Social media – organic

162 organic posts from Champs and C&MHCP

200,000 total impressions

2,528 engagements (retweets, likes and replies) Social media – organic

995 website clicks

281 external posts using # #BeKindtoYourMind hashtag

53 entries to the #BeKindtoYourMind social media challenge Press activity

2 press releases issued

37 pieces of coverage including Liverpool Echo and ITV News

1,722,651 opportunities to see Local support

Partners and influencers across Cheshire and Merseyside supported and amplified campaign messages to build momentum for the campaign.

This included social media and digital support, as well as Out of Home advertising support from Liverpool City Council, which wrapped a number of refuse vehicles with campaign imagery and key messages. Campaign results Headlines

2,327 people accessed crisis 2,246 people accessed ALMA phone lines resources

239 people completed online 9 people accessed Every Mind therapy Matters resources

1,750 podcast downloads, ranked This number being lower than within 50% of all podcasts expected suggests that users may be more interested in accessing local resources and tools (e.g. phone lines and ALMA portal) instead of national resources. ALMA

ALMA is a wellbeing website developed by the Cheshire and Merseyside Health and Care Partnership. The website was created to support the health and wellbeing of local people during the Coronavirus pandemic by providing free access to premium wellbeing resources. The website allows users to access a range of free tools and online courses, including access to intensive online Cognitive Behavioural Therapy (CBT) courses a knowledge base of free health and wellbeing apps. ALMA

4,717 total visitors and 7,879 total page views

2,246 visitors landed from the campaign website

1,056 clicks on online therapy button Online therapy

239 users signed up and completed online therapy

22.6% conversion rate (industry average for landing page conversions is 2.35%)

High majority of users found therapy helpful Podcasts The Kind to Your Mind podcast series has released five episodes and has been downloaded 1,750 times. The most popular episode has been downloaded 620 times so far. As the podcast continues to grow in popularity, the number of listeners and downloads will increase.

The international podcasting platform LibSyn advises that if a podcast episode has more than 136 downloads within 30 days of release, it’s in the top 50% of podcasts.

Episode 1 – Keyworkers: Building Resilience Dr Anushta Sivananthan Medial Director and Consultant Psychiatrist at Cheshire and Wirral Partnership NHS Foundation Trust Released 28th April 620 downloads Podcasts

Episode 2 – Dr Rangan Chatterjee GP, television presenter and Sunday Times bestselling author Released 5th May 410 downloads

Episode 3 – Men’s mental health: Andy Cole Former Premier League footballer Released 7th May 320 total downloads Podcasts

Episode 4 – Self care and self compassion Rene Barrett Development consultant specialising in resilience and self compassion Released 3rd June 177 downloads

Episode 5 – Physical activity and mental wellbeing Beth Tweddle MBE Olympic athlete Released 12th June 110 downloads Have we met our objectives?

Campaign objective Actual result Outcome

2,246 visitors landed from Drive at least 1,000 people to the ALMA wellbeing portal Achieved campaign website

239 users signed up and Encourage at least 50 signs ups to online therapy tool Achieved completed online therapy

1.1 million people reached Use a number of platforms and channels to communicate positive through radio and 2.8 million messages to at least 100,000 people across Cheshire and Achieved impressions delivered through Merseyside, to improve mental wellbeing and resilience social media and PR

Drive at least 3,000 people to the Kind to Your Mind website 8,402 users visited the website Achieved

Encourage at least 250 uses of the hashtag #BeKindtoYourMind 281 external posts with Achieved across all social media platforms campaign hashtag

9 visits to Every Mind Matters Drive at least 100 people to the Every Mind Matters webpage Not achieved webpage