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Local Radio to Promote Mental Health Awareness: a Public Health Initiative Karen A

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Local Radio to Promote Mental Health Awareness: a Public Health Initiative Karen A BJPsych Open (2019) 5, e60, 1–7. doi: 10.1192/bjo.2019.51 Local radio to promote mental health awareness: a public health initiative Karen A. Cocksedge, Joshana Guliani, William Henley, Tamsyn Anderson, Sara Roberts, Laurence Reed, Daphne Skinnard, Sarah Fisher, Beth Chapman, Joanna Willcox, Ellen Wilkinson, Richard Laugharne and Rohit Shankar Background Conclusions Public health strategies have focused largely on physical health. Local radio is a successful, cost-effective and impactful way to However, there is increasing recognition that raising mental reach a significant proportion of the population and likely to raise health awareness and tackling stigma is crucial to reduce dis- awareness, reduce stigma and be well received. The format has ease burden. National campaigns have had some success but been adopted in other regions thus demonstrating easy trans- tackling issues locally is particularly important. ferability. It could form an essential part of a public health strategy to improve a population’s mental well-being. Aims To assess the public’s awareness and perception of the monthly Declaration of interest BBC Cornwall mental health phone-in programmes that have run W.H. received support from the National Institute for Health for 8.5 years in Cornwall, UK (population 530 000). Research (NIHR) Collaboration for Leadership in Applied Health Research and Care (CLAHRC) for the South West Peninsula UK. Method The views expressed in this publication are those of the authors A consultation, review and feedback process involving a multi- and not necessarily those of the NHS, the NIHR or the agency forum of mental and public health professionals, people Department of Health. L.R. and D.S. were involved in delivering with lived experience and local National Health Service trust’s the programmes but had no role in their evaluation. media team was used to develop a brief questionnaire. This was offered to all attendees at two local pharmacies covering popu- Keywords lations of 27 000 over a 2-week period. Mental disorders; mental illness stigma; public mental health; public opinion; mass media. Results In total, 14% (95% CI 11.9–16.5) were aware of the radio show, Copyright and usage 11% (95% CI 9.0–13.1) have listened and the majority (76%) of © The Royal College of Psychiatrists 2019. This is an Open Access those who listened did so more than once. The estimated reach article, distributed under the terms of the Creative Commons is 70 000 people in the local population, of whom approximately Attribution licence (http://creativecommons.org/licenses/by/4. 60 000 listen regularly. The show is highly valued among 0/), which permits unrestricted re-use, distribution, and repro- respondents with modal and median scores of 4 out of 5. duction in any medium, provided the original work is properly cited. National perspective Cornwall perspective Historically, UK public health strategies have largely focused on In the county of Cornwall in the UK, it is thought that over half of physical health, but in 2010, the Royal College of Psychiatrists the total adult population listen to local BBC radio station, Radio issued a Parliamentary briefing that highlighted the importance Cornwall, though the numbers fluctuate week on week and year of also viewing mental health as a core public health issue.1 on year.8 Cornwall is a rural County that is traditionally divided Mental health is the single largest source of burden of disease in into West, Mid and East Cornwall. It has a population of approxi- the UK1 and as such promotion of good mental health and pre- mately 530 000 and only 1.8% of the population are from Black vention of mental ill health is crucial. Stigma and discrimination and ethnic minority groups.9 About 15% of Cornwall is among against people with mental health difficulties remains a significant the highest fifth of deprivation in England and has the second concern but public education has been shown to be helpful in highest suicide rate of all 326 local authorities in England.10,11 tackling this.2 Since 2011, a joint initiative has been running between BBC Mass media campaigns are an important strategy for public Radio Cornwall and the local National Health Service (NHS) education3 and have been shown to have an influential role in mental health trust to present a monthly phone-in programme on shaping public views.4 Such campaigns have focused largely on deli- various mental health topics that attempts to raise awareness.12,13 vering messages regarding physical health, such as stop smoking There are no formal contractual arrangements with the local NHS campaigns.5 However, the Time to Change programme was trust; instead this is a coproduction between the BBC and the launched in England in 2009 and aimed to reduce stigma and dis- NHS of a voluntary nature. The format of the programmes has crimination of mental health through a mass media campaign been previously described13 but in summary, they form part of and local contact events.6 Outcomes from this were mixed but par- the daily BBC Cornwall lunchtime show, which is usually hosted ticular success was noted from local events, with the suggestion that by presenter L.R., and are aired between 13.00 h and 14.00 h on local and national campaigns might work synergistically to improve the first Wednesday of every month. outcomes.6 Engagement of the public locally through local radio The programme starts with a 5 min pre-recorded patient experi- carries significant potential since a high proportion of the popula- ence, followed by two NHS professionals as guests being asked ques- tion listen to local radio.7 tions by the BBC presenter and any callers that phone into the 1 Downloaded from https://www.cambridge.org/core. 02 Oct 2021 at 06:27:27, subject to the Cambridge Core terms of use. Cocksedge et al programme. The callers typically share their own experiences in to collect a prescription. With an estimated responder rate of addition to asking questions, which adds to useful and interesting approximately 20%, 2000 people would need to be approached to discussion. The NHS professionals are typically a consultant psych- achieve the required sample size. It is important to note, iatrist and a non-medical clinician (such as a nurse or psychologist). however, that in choosing pharmacy attenders as our sample popu- Each programme covers a different topic of mental health and some lation, this potentially skews our data towards those with health- of the more common programmes that have been covered and later related difficulties or at least those engaged in health-seeking beha- repeated have include the following topics: depression, anxiety, viours when compared with the general population of Cornwall. post-traumatic stress disorder, obsessive–compulsive disorder, This is considered further within discussion of the limitations of psychosis, bipolar affective disorder, dementia, personality disor- this study. ders, self-harm and suicide, eating disorders, children’s mental Two GP surgeries with attached pharmacies were chosen: one in health, perinatal psychiatry, intellectual disability, alcohol and West Cornwall (Hayle) with a practice registered population of drug problems, and mental and physical health. approximately 11 000 patients and one in Mid Cornwall A schedule of programmes is organised in advance (currently by (Newquay) with a practice registered population of approximately J.W., previously by K.A.C. and then previously B.C.) and the appropri- 16 000 patients. Both pharmacies offered the questionnaire for a ate NHS professionals as guests, and willing patients for the pre- 2-week period during regular working hours, a time period that recorded interview are recruited accordingly. The majority of topics was estimated from average daily pharmacy attendances to allow are generalisable to a wide audience (at a national or even international at least 2000 people to be approached. From the prescriptions dis- setting) but we have also included some topics that relate specifically to pensed, the pharmacies were later able to estimate the actual local services; however, even in the latter cases, these could be adapted number of people who attended during the study period to identify to reflect equivalent services in an alternative location. the completion rate for the questionnaires. As a result of continued interest from the BBC, the programmes For comparison of categorical variables, a χ2-test was performed have run consistently since 2011 and in 2019 celebrated the 100th in all cases except where the expected value for the number of show. A survey of callers to the programme demonstrated that respondents in any cell is less than five respondents, in which the vast majority found the show beneficial in delivering public edu- case a Fisher’s exact test was used. A Student’s t-test was performed cation.13 However, attempts made to date by the BBC to survey the to compare the means of continuous variables. Throughout this opinion of listeners have failed because of poor response rates. paper, P < 0.05 is assumed to represent statistical significance. As This study has been co-designed and co-produced between the this is an exploratory study, no formal adjustments (for example NHS and the BBC (involving presenter, L.R. and BBC Radio Bonferroni correction) were made for multiple testing. Cornwall’s assistant managing editor, D.S.). Its aim was to assess the public’s awareness and perception of the monthly BBC Cornwall mental health phone-in programmes. From those sampled, the Ethics and participant consent primary objective was to determine the percentage of people No ethical permission was required as this was a survey to feedback who have listened to the show at least once since the programmes on an ongoing public programme. The project was registered as a began and the value that listeners place on the show.
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