Getting the message across in the workplace
NHS Ayrshire and Arran set out to bring the anti-stigma message to everyone in the organisation. The support and resource offered by ‘see me’ was recognised as a way of achieving the aims and objectives of delivering this message.
NHS Ayrshire and Arran devised a blanket approach to raising awareness among all the staff in NHS Ayrshire & Arran of the stigma associated with mental health problems and based it’s communication on a number of levels. ‘see me’ support played a key part in reaching out to all 10,000 employees.
New research published by ‘see me’ had shown how difficult the workplace can be for people with a mental health problem. ‘see me’ had just begun a workplace campaign and NHS Ayrshire and Arran recognised this as an opportunity. The key factors in undertaking the workplace campaign were:
• Experience and judgment dictated the time was right.
• The Chief Executive of NHS Ayrshire and Arran had already shown commitment to the fight against stigma and was happy to support a focused effort locally.
• By reaching out to employees, we could also reach out to the wider community.
Agreed Resources
The main resource for executing the workplace campaign was the drafting of two members of staff to implement the campaign activities, and ensure that the aims and objectives of the project were being met. In addition, other resources required were:
• Time (July-October).
• Budget for printing the jointly-branded posters and postcards, and for the radio broadcast. (But the development costs had already been met, so this was not a huge budget, and was met jointly between ‘see me’ and NHS Ayrshire & Arran).
NHS Ayrshire and Arran ensured that the contacts and channels already in place for the organisation were utilised to keep costs down.
It was agreed that our campaign:
• Would be a blanket message to all staff.
• Would go out from mid-September to mid-October.
• Would use a variety of communication channels.
• Would include jointly-branded material.
In addition
• Trade Union representatives were sent personal letters, which included information about where members might get help.
• Every employee had a message in their pay slip.
• Sets of posters and postcards were distributed to every set of NHS premises in the area. Local radio carried the ‘see me’ advert for a week during the Scottish Mental Health Week.
What we achieved
The main achievement of the campaign was the blanket coverage of the message to all NHS Ayrshire and Arran staff, achieved through the activities mentioned above. In addition, clear support from the top of the organisation proved to be the main factor in successfully ensuring that the anti-stigma work could take place.
Following this, NHS Ayrshire & Arran has now signed the pledge, along with the Local Authorities in the area.
What we learned
• NHS Ayrshire and Arran were clear about their objectives.
• Joint working with the national ‘see me’ campaign maximised opportunities and resources.
• Two or three people working well can do a lot in a short time.