The waste and recycling industry is tough. Long hours. Physical work. Dangerous conditions. All weathers. Looking after your mental health can quickly slip down the pecking order of priorities.
ESA came to us knowing that while this environment can take its toll on people, proactive conversations around mental health were few and far between.
How could they support their colleagues to take positive action for their mental health? And how could they best engage them with a topic that is often seen as taboo in the industry?
Focusing on prevention over intervention, we developed Head Start. A programme of everyday mental fitness, demonstrating that just as regular physical exercise strengthens our bodies, developing strong mental health habits can bolster our wellbeing too.
The campaign was delivered through a digital playbook packed full of information and guidance, insight and inspiration, tips, tricks, tools and practical exercises, to give anyone a mental health workout.
Just like with any good gym programme, the playbook featured explanations and demonstrations of easy-to-follow mental health exercises that help make a powerful difference both over time and in the moment. Supported by snappy animated reminders, the playbook encouraged employees to get their REPs in every day and keep tabs on their progress using the built-in Head Start tracker.
It also encourages peer to peer support, with colleagues able to track and share their mental fitness progress with their teams, mentors, friends and family.
The powerful campaign message shifts perceptions to show that everyday mental fitness is something we can all take greater personal responsibility for. Improving our readiness and resilience bit by bit, day by day.
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