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New Campaign to Improve Mental Health Launches

New Every Mind Matters campaign launches to improve people’s mental health in the East of England.

  • New campaign launched after half of adults (45%) in the East of England say pandemic negatively impacted their mental health
  • First campaign launched by the Office for Health Improvement and Disparities (OHID) will help adults improve their mental wellbeing   
  • Campaign backed by celebrities Stephen Fry, Arlo Parks and Jay Blades

People in the East of England are urged to find “what works for me” to support their mental wellbeing as the Office for Health Improvement and Disparities (OHID)  launches the latest  Better Health – Every Mind Matters (EMM) campaign.

The campaign empowers people to look after their mental health by directing them to free, practical tips and advice. By answering five simple questions through the Every Mind Matters platform, people can get a tailored “Mind Plan”, giving them personalised tips to help deal with stress and anxiety, boost their mood, sleep better and feel more in control. 

New research commissioned by OHID reveals nearly half of adults in the East of England (45% or 2.2 million adults) said the COVID-19 pandemic had a negative impact on their mental wellbeing. And a third of all adults in the region (33% or 1.6 million) said they did not know what to do to help improve their mental wellbeing.

Nationally, younger adults reported struggling the most, with 57% of 18-34-year olds saying their mental wellbeing was negatively impacted by the pandemic, and just under half (44%) reporting that they did not know what to do to help. 

This is the first campaign delivered by the new Office for Health Improvements and Disparities which was launched on 1 October with the aim of tackling health inequalities across the country. 


Jess Stokes, Deputy Director for Health and Wellbeing in the East of England, said:

“The new Better Health - Every Mind Matters campaign is being launched today in the East of England to highlight the little things we can all do to look after our mental health and show how they can add up to make a big difference.

“The impact and experience of the past 18 months has been a difficult time for us all, and that’s why we want to make sure everyone in the East of England is aware of the free resources and tools available to them. Every Mind Matters is there to support you on your journey to leading happier, healthier lives and help you feel better prepared to cope with life’s challenges.”


Minister for Care and Mental Health, Gillian Keegan, said: “The public showed great resilience throughout the pandemic, but it has served as a stark reminder that we all need to look after ourselves not only physically, but mentally. 

“There are simple steps we can all be taking to improve our mental wellbeing and reduce feelings of stress and anxiety.For anyone who is unsure what they can do, I urge you to visit Every Mind Matters and take advantage of the expert advice and practical tips available to you.” 


Over 3.4 million individual Mind Plans have already been created since the campaign was first launched in October 2019. 

Famous faces - including actor and presenter Stephen Fry, Mercury prize winner Arlo Parks and TV presenter Jay Blades - are supporting the new campaign  sharing their personal mental wellbeing experiences during the last 18 months, and encouraging others to take steps to look after themselves. 

Stephen Fry will also voice a new TV advert highlighting ‘what works for me’, depicting the little things that people can do to look after their mental health such as being active, talking about their worries or taking up a hobby.  


Stephen Fry, actor, writer and mental health advocate, said: 

“It’s fair to say that the last 18 months have presented us all with uniquely different and challenging obstacles from a mental health perspective. However, just like keeping in physical shape, it is important to find activities you enjoy to keep your mind healthy.  

“I’ve found food preparation and cooking has helped me relax over the past year. It’s all about finding what works best for you to help deal with the everyday stresses and strains of life - it could be exercise, baking a cake or getting stuck in with gardening – the list is endless. If you are struggling and need advice then check out the Every Mind Matters website for tips and guidance to get you started today.”


The campaign is supported by a coalition of leading mental health charities, including CALM, The Mental Health Foundation, Mental Health Innovations, and a range of commercial, third-sector, NHS and Local Authority partners, who will share mental health messages with their customers, members and colleagues, including Mental Health First Aid, Carers organisations and more.  

Better Health - Every Mind Matters offers information and videos to help young people look after their own mental wellbeing, and will be promoting them through social media channels and in schools. The Every Mind Matters website also provides dedicated support to help parents and guardians look after the mental wellbeing of the children and young people they care for.