The Department of Health and Social Care (DHSC) support ministers in the UK in leading the nation’s health and social care - to help people live more independent, healthier lives, for longer.
DCX has managed and maintained DHSC’s all-important data and digital communications for over 12 years. More recently, DCX worked across a major behaviour change project ‘Better Health – Every Mind Matters’, an NHS-endorsed programme and digital resource designed to empower adults to take action to protect and improve their mental wellbeing.
Every Mind Matters ‘Mind Plan’ encourages people to generate a personalised action plan and sign up to a series of advice emails. After running this for three years, DCX noticed declining sign-ups, conversion rates, and penetration of key at risk audiences (lower socio-economic groups and also younger audiences and single parents). At the same time, DHSC noticed a high volume of Google searches for anxiety-related terms and an increase in traffic to the anxiety pages of the Better Health – Every Mind Matters website.
So, we recommended a new approach with a single focus ‘challenger’ campaign that would address these issues, focusing on the topic of anxiety. We worked closely with the behaviour change marketing team at DHSC to design and develop a new and successful anxiety-easing email programme that would address these issues.