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Every Mind Matters

Public Health England (later OHID/NHS) adult mental health literacy campaign launched in October 2019 after a 2018 Midlands pilot, driving people to an NHS-endorsed website and personalised 'Mind Plan' self-care quiz for stress, anxiety, low mood and sleep problems.

Years
2019–now
Country
United Kingdom
Topic
Mental healthSleep
Asks people to
Seek helpStart
Strategy
Self efficacySimple instruction
Channel
SearchSocial (paid)TV
Audience
Adults

Evidence

ObservationalMixed

Independent evaluation, nine national survey waves Sept 2019-March 2022 (Hahn et al. 2023): small improvements in several literacy outcomes to March 2020, then deterioration; campaign awareness associated with better symptom management knowledge and help-seeking self-efficacy. No moderation by ethnicity or SES (Ronaldson et al. 2025). Health Survey for England 2019: 16% of campaign-aware vs 9% of unaware adults had GP contact for mental health (McCrone & Henderson 2025). Safe messaging: wellbeing/self-care framing, not suicide-specific.

Sponsor (who paid)

  • Public Health England (later Office for Health Improvement and Disparities) Foreign government, funder and creator

Credits (who made it)

  • NIHR Mental Health Policy Research Unit (King's College London / UCL) Research evaluation, 2019-2025 source

Related campaigns

Sources

  1. Hahn JS et al. The Every Mind Matters campaign: changes in mental health literacy and its associations with campaign awareness. Eur J Public Health 2023;33(6):1008-1013 evaluation · 2023 · DOI 10.1093/eurpub/ckad145 · PMID 37579223
  2. Ronaldson A et al. The effect of the 'Every Mind Matters' campaign on mental health literacy: the moderating roles of socioeconomic status and ethnicity. Eur J Public Health 2025;35(2):366-372 evaluation · 2025 · DOI 10.1093/eurpub/ckaf020 · PMID 39999183
  3. McCrone P, Henderson C. Relationship of a public mental health campaign with health service use and association with symptom management knowledge. BJPsych Open 2025;11(3):e112 evaluation · 2025 · DOI 10.1192/bjo.2025.55 · PMID 40396373
  4. Stuart R et al. Experiences of Every Mind Matters: a qualitative interview study. BMC Public Health 2023;23:398 evaluation · 2023 · DOI 10.1186/s12889-023-15280-z · PMID 36849950
  5. The ‘5 principles’ of good sleep health reference · 2021 · DOI 10.1111/jsr.13502 · PMID 34676592
  6. Better Health Every Mind Matters (DHSC Campaign Resource Centre) sponsor

Research notes

Credits checked 2026-10-22 against fetched pages: NIHR Mental Health Policy Research Unit (UCL Psychiatry page, read via the Wayback Machine because ucl.ac.uk returns 403: 'The MHPRU led an independent, mixed-methods evaluation of EMM'). COVID-19 onset confounds post-March 2020 trends. Unverified (no page found that credits the agency): the creative agency. Sleep strand (added 2026-10-23 from the sleep campaign search): the campaign's sleep advice draws on Espie's '5 principles' of good sleep health (J Sleep Res 2021). Nine national survey waves 2019-2022 found small rises in sleep literacy and other mental-health literacy measures from September 2019 to March 2020, then most fell; campaign awareness was linked to better symptom-management knowledge and help-seeking efficacy (Eur J Public Health 2023).

Record cases/every-mind-matters.json, updated 2026-10-23· Link to this campaign