Kooth Digital Health teams with TfGM to support mental health in Greater Manchester

Kooth launches first multi-platform OOH campaign using anonymous data from service users for authenticity.

Digital mental health care provider Kooth Digital Health has joined forces with Transport for Greater Manchester (TfGM) to raise awareness of its services and encourage take-up across the city.

Kooth’s first multi-platform campaign, created by its marketing and creative team, targets all public transport users in Greater Manchester. The advertising covers 38 departure screens and posters across 90 sites, along with leaderboard, skyscraper and MPU positions on the TfGM website and internal covering across 147 Metrolink trams.

The campaign is designed to promote awareness of Kooth.com (for residents aged 10 to 25) and Qwell.io (for those aged 26 and over). The services are free, without the need for referral from a health professional. They provide personalised mental health services including one-to-one text based sessions with experienced counsellors and wellbeing practitioners for fully safeguarded peer community support.

Mark Fisher, Chief Executive of NHS Greater Manchester Integrated Care, which commissioned the campaign, said: “This simple, yet effective advertising campaign that will appear across the TfGM network will hopefully drive awareness and encourage anyone with mental health concerns in Greater Manchester to seek help.

“We know that early intervention and treatment can have a significantly positive impact on an adult, child or young person’s mental health and may prevent problems from becoming worse. Being safe, accessible and confidential was important to help reduce the stigma that’s often associated with mental health, and ensure that those seeking support have somewhere to go that matches their needs.”

Anonymous data

Entitled “Whatever’s on your mind. We’re here to listen”, the campaign used anonymous data from Kooth’s service users to ensure the quotes and content used in the campaign resonated with its target audience.

The services are available to around two million people in Greater Manchester, the first UK region to provide free digital mental health support for its residents. Once users are registered they get instant access to support using an internet connected device.

Ayomi Rupasinghe, Marketing Director at Kooth commented: “At Kooth, we wanted to be able to shout loud and proud about the availability of our Kooth.com and Qwell.io services and what better way than across the TfGM network? Our service users are at the heart of everything we do, and as such, the anonymous data and feedback from them played a vital role in creating the theme and wording for the campaign.”

Mike Mellor, Head of Commercial, TfGM, added: “We’re thrilled to be able to support Kooth, as well as the Greater Manchester Health and Social Care Partnership, in raising awareness of this service via the use of our OOH assets. With over 5.6 million journeys being made across Greater Manchester’s transport network each day, this campaign has the chance to make a real impact.”