"How Are You Really Feeling?" - A campaign to support mental wellbeing in Sussex

The Mental Health Services Communications Working Group (MHSCWG) proudly presents the ‘How Are You Really Feeling?’ campaign, an important initiative to improve access to mental health support for adults in Sussex. 

Campaign overview and objectives

This campaign is rooted in a simple yet powerful insight: many people hide their emotions, whether due to stigma, fear, or a reluctance to burden others. It invites everyone to ask themselves and others the question - “How are you REALLY feeling?” - to help normalise conversations about mental wellbeing and seeking support. It also uses emoji's to help represent and normalise the range of emotions that we can all experience in our lives.

The campaign builds on work completed in Summer 2024 by the MHSCWG to create consistent online information on mental wellbeing support and local services, signposting to resources for those that need them. 

Winter, and the holiday season in particular, can be an emotionally challenging time. Feelings of loneliness or being overwhelmed can surface, significantly impacting mental wellbeing. This makes it the ideal season to raise awareness and signpost to resources for those who are struggling. 

Launched on the 10 December 2024 and running until 12 January 2025, the campaign’s main goals are to:

• Encourage openness about our emotions.
• Inspire people to consider the mental wellbeing of those around them.
• Promote access to local resources and support.

Community impact and target audience

The primary audience for the campaign is adults aged 18+ across Sussex. However, the campaign also indirectly supports friends, families, and colleagues by encouraging individuals to check in with each other.

By the end of the campaign we hope that more people will be able to recognise when they need help and seek support promptly, knowing exactly where to turn.

Messaging and approach

The campaign encourages people to ask themselves and others the honest question: “How are you really feeling?” and to seek support when needed. By normalising discussions about mental health, we hope to foster more open and supportive communities. Key messages were co-created with partners and individuals with lived experience to ensure clarity and relatability.

The visual imagery of the campaign, aligned to the key messages, was important too. Considered conversations shaped the imagery to ensure it is representative and inclusive of communities across Sussex, and reflected varying emotional feelings in a visually compelling and accurate way.         

Additionally, real-life stories from individuals who have accessed mental health support were integral to the campaign. These stories break down stigma, normalise seeking help, and illustrate the transformative impact of receiving the right support at the right time.

When thinking about channels to share the campaign, budget was a key consideration. Thanks to a donation from Southdown, we were able to print marketing literature (posters and leaflets) in addition to digital resources. The NHS social media team enabled us to progress paid social advertising to enhance the reach of the campaign. We also maximised non-paid for opportunities, leveraging our combined networks and relationships to share campaign assets (provided as part of a Campaign Toolkit). Additionally, we secured earned mentions online and in print and broadcast media through PR activity. 

Collaboration and innovation

This campaign is ground-breaking in Sussex, as it marks the first collaboration of its kind between the NHS, local authorities, voluntary, community, and social enterprise (VCSE) organisations, and people who have lived/living experience of accessing mental health services. Their collective knowledge and expertise have enriched the campaign’s content and delivery.

The collaborative process has underscored how essential it is for organisations to work together in mental health advocacy. Mental health services often involve a diverse network of providers, and a unified approach helps to enhance accessibility and effectiveness.

People with lived experience played a pivotal role in shaping the campaign. From crafting messaging to designing imagery, their insights have helped ensure that the campaign would resonate authentically and be accessible to as many people as possible.

Measuring success

The campaign’s success will be tracked through various metrics, including website visits, social media engagement, and increased enquiries to the signposted mental health services.

Early indications show that over 22 different providers across Sussex are actively promoting the campaign, Facebook is proving to be the most successful social media channel to engage people, and scans of QR codes on marketing literature are increasing by the day.    

Feedback and data will be shared as the campaign progresses, showcasing its reach and impact.

Get involved! 

Whether you’re an individual or part of a group, there are many ways to support the campaign:

• Share campaign posts on social media.
• Display posters in your workplace or community space.
• Spread the word by talking about the campaign with others.

Every small action contributes to raising awareness and fostering supportive, emotionally well communities. Download resources to get involved in the campaign here. 

Looking ahead

This campaign is just the beginning. The Mental Health Services Communications Working Group is committed to continuing efforts to raise awareness, reduce stigma, and improve access to mental health services across Sussex.

Next up, we will be developing more targeted communications activity to help reach specific ‘audiences’ – for example minority ethnic groups, carers, and neurodiverse people.     
By working together and building on the momentum of this campaign, we aim to create a Sussex where mental wellbeing is prioritised, and no one feels alone.

The Mental Health Services Communications Working Group 

Formed in 2023 from a conversation within Sussex Partnership NHS Foundation Trust, the MHSCWG is a multi-agency collaboration involving the NHS, primary care, VCSE organisations, local authorities, and people with lived experience. Supported by the Mental Health, Learning Disabilities and Autism (MHLDA) Board, the group works to improve access to mental health support across Sussex.