Bridge the gap, start a chat.


There’s never been a more important time for employers to invest in the mental health of their staff. Awareness of mental health is growing, partly due to the increase in people experiencing mental ill-health during the pandemic and also due to nationwide campaigns like ‘Time to Change’, ‘Every Mind Matters’ and ‘It Takes Balls to Talk’.

However, reducing stigma around mental health lags way behind in the workplace. There’s still a huge amount to be done in reducing it, as well as raising awareness of the clear link between staff mental health and wellbeing and productivity.

The Mental Health and Productivity Pilot (MHPP) is driving the workplace mental health agenda. Big Cat's health marketing team's challenge was to figure out how we reach such a large, diverse audience. How do we get them to take notice? And get employers to download content on the website?


OBJECTIVE encourage open conversations about wellbeing at work amongst employees and employers across all industries in the Midlands Engine region and signpost them to MHPP resources.

  • Support for 1,200 organisations to deliver their own internal campaigns by accessing toolkits on the MHPP website
  • Campaign reach of 2 million across the Midlands Engine region

PROBLEM people shy away from having conversations about mental health and wellbeing at work. Employers don’t know where to start and are worried about getting it wrong. Employees are worried about the reactions they’ll get from their employers. Everyone is limited on time.

INSIGHT You don’t have to be a mental health expert to listen to your employees/team/colleagues. Everyone has mental health, just like physical health and talking about it benefits everyone.

ADVANTAGE Promoting a safe and open environment for conversations about mental health is one of the easiest and most effective ways to support each other. MHPP support helps make conversations easier to start.

CREATIVE IDEA Show how easy it can be to have conversations about mental health at work.

MESSAGE Bridge the gap, start a chat

Campaign Performance

We planned a multi-channel campaign, using behavioural science principles, that included paid social, paid search, OOH and Radio. The combination of these channels helped to build the MHPP brand as well as drive the performance of the campaign.

OOH and Radio sent a 'costly signal' to our audience and used strong visuals and audio to get the message across.

Paid social media and paid search channels were about driving website conversions, and LinkedIn was the best performing channel with the highest GA Goal conversion rate. The channel drove 61% of all Employer Resource Pack downloads. 


2m Reach

Against a 2m target, across paid social, OOH and DAX radio

1,066 Resource pack downloads

On the MHPP website

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