Mental health has emerged as a grave issue in the past few decades. NHS in collaboration with Public Health England has addressed the growing concern of deteriorating mental fitness by launching the 'Every Mind Matters' campaign on 7th October 2019. The campaign encompasses assisting programs for people to look after their mental health (Mahase 2019). The report focuses on the concept 'health' and 'wellbeing' from different perspectives of scholars and how general people have been influenced by the campaign. The campaign aims at improving optimism about health and wellbeing. Eating right, changing routines, and inculcate positive vibrations within, are the core objectives of the campaign. The report also discusses the proponents of the campaigns in facilitating health awareness. The impact of the campaign on the general public is analyzed through scholarly articles and primary data is also used to discern the influence of the campaign and monitoring of the performance of the campaign in achieving the target base of 1 million people assisted by the 'my mind plan' (Mahase 2019).
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Health promotion has been subject to complexities with varied discussions on the concept of health and wellbeing. The campaign aims at achieving more out of life or makes optimum use of mental health. To reduce the impact of anxiety and stress, the campaign assists the individual with simple advice towards the betterment of mental health. The 'every mind matters' campaign has undertaken key aspects such as emotional instability, sleep patterns, and anxiety to assist the general public of England to enhance skills and train their mind (Barry et al., 2019). In a nutshell, the campaign focuses on making the public informed and aware about mental wellbeing. World Health Organization (WHO) deduces Health as a whole presence of physical, mental, and social soundness and not just immunity from diseases and illness (Pinto et al.,2017). Holistic wellbeing is an empirical aspect of a healthy individual. According to anonymous, health and wellbeing are miscomprehended by the public as a state of being free from diseases and takes negligible consideration of mental status and optimism in defining their health. Well-being has been defined as the zone of optimum health, comfort, and positivity. Awareness plays a major role in determining the level of health of a human being. The concept of health has been mirrored with comfort and quality of life (Sampogna et al., 2017). Significant differences are evaluated by scholars to make concepts more authentic. Comfort is defined as the ease and relief of an individual that strengthens his state of presence at the moment. The dimensions included in the definition of comfort are physical experience, psycho-spiritual experience, social-cultural and environmental experience of an individual. Wellbeing is associated with happiness positivity and satisfaction from the state of being of an individual. A person becomes increasingly aware of his surroundings and perceives things from a sound state of mind (Barry et al., 2019). Quality of life is empirical to the study of health promotion as it defines the relationship between the culture and perception of an individual about health and wellbeing. The value system and cultural background determine the expectations and standards of an individual concerning health and well-being. For instance, people who are dedicated to their work tend to take proper care of their health to optimize their skills at work. Health is a vital aspect of living life to the fullest (Pinto et al., 2017). People who tend to escape from their situations and give priority to leisure and entertainment tend to give limited attention to their health. There are many such scenarios where the perception and values of a person determine their knowledge and inclination towards health and wellbeing. In a nutshell, internal and external factors of an individual collaboratively determine the health behavior of an individual (Razai et al., 2020).
Health promotion has been appended by the theoretical framework and is critically evaluated to discern the influence of each theory. The first one is the Ecological model of health promotion in which multiple stages are included. The intrapersonal factors such as attitude, perception, and knowledge affect the basic health behavior of an individual. The second factor of interpersonal interactions with society and associates determines the health behavioral pattern. Organizational affiliation also determines health promotion and information. Community factors such as social norms and informal values enhance information about health and wellbeing. This is the basic model of health and wellbeing promotion. The Ecological model can be used to determine the factors that have caused the rise in the cases of mental health issues and obstacles from the surrounding that has made people prone to the mental health risk. By the way of the campaign, it has been observed that the growing materialistic approach, competition, and individualism have suppressed the common man with increased desires and success goals. The factor of contentment is missing in today's generation (Bergeron et al., 2017). The Health Belief Model is one of the most widely used theories of health promotion as it is easily implemented and applied due to its simple framework. Core elements include individual beliefs regarding health and wellbeing, Belief in personal concern for illness aligned with belief in prescribed health behavior determines the inclination of a human being to adopt the method or action plan. for example, wearing masks reduces the chances of coronavirus to great extent was a prescribed action adopted by people who were concerned for their health. Cognitive psychology forms the base of the theoretical constructs and includes perceived susceptibility, perceived severity, perceived benefits, and perceived barriers. Perceived susceptibility evaluates the risk of potential health problems by an individual. For instance, low susceptibility implies denial for the risk by the individual and include unhealthy and risky lifestyle and actions. Whereas people with high perceived susceptibility realize that they might suffer from a specific health problem and these people are proactive in adopting a healthy lifestyle to reduce the risk.
Perceived severity assesses the consequences of the health problem and high perceived severity implies inclination of individuals towards protective measures whereas low perceived severity implies that individuals will be ignorant towards the consequences. Influenza might be a high perceived severity problem for employees who might face a reduction in salary due to the unpaid leave in contrast with an unemployed teenager (Razai et al., 2020). Perceived benefits assess the benefits of adopting an action like drinking warm water or eating healthy food to facilitate a good immune system. these aspects, adjoining these constructs are modifying variables that affect perceptions and triggers that prompt adoption of preventive measures by an individual (Blue et al., 2016). Self-efficacy is a young element added to the components and focuses on the competency of an individual to undertake prescribed behavior.
Social Cognitive Theory emphasizes individual experiences, environmental factors, and the behavior of others to determine the health pattern of an individual. The components include self-efficacy that refers to control of an individual over his execution of specific health behavior, behavioral capability determines the skill perform specific actions, expectations of desirable outcomes of an action, expectancies of attaching value to the outcome, self-control over health patterns, and routine, observational learning from the surrounding, and reinforcement by promoting and encouraging to undertake prescribed actions. This model is based on factors and perception of an individual regarding health and well-being. The degree of severity of each factor depends on the difference in perception (Blue et al., 2016). An example is of people who live alone and have limited time to look after their diet and exercise due to excessive workload. These people tend to give less importance to health and consider prescribed action plan.
The campaign followed a holistic and resilient approach to train the public in mental wellbeing and enhance the state of their mind. The approach inculcated enhancing skills of an individual to aid their health by themselves (Bergeron et al., 2017). The campaign focuses on sleep patterns, stress, mood swings, and anxiety issues due to the perceived severity according to the health belief model. The approach also includes trauma and obsessions in their target. 'My Mind Plan' seeks to achieve the target by making people opt for answering simple questions and a mental health action plan is formulated based on it. The campaign is a collaborative work with NHS services.
The campaign focuses on empowering citizens towards self-care action and responding to individuals who need assistance related to stress, anxiety, and sleep disorders. The campaign has included digital means of assisting individuals with 'your mind plan' and recommending appropriate actions. The campaign helps to enhance awareness, sound sleep, and reframing negative thoughts and actions into useful thoughts. The two renowned launches were on 7th October that received over 2000 media coverage pieces and 98% positive publications with over 56k social media updates. The campaign launched on 3rd January received 600 articles published with a 100k completed action plan. The campaign has been controlled and managed through rigorous efforts. The pre-campaign evaluation included a pre-survey of 3000 citizens and measures included mental health knowledge and confidence of the individual. The post-campaign included post-survey of 2000 citizens and qualitative research was carried out. Measures undertaken constitute a change in perception and attitude, the result of the campaign, and determining motivators and hurdles (Mahase 2019).
The campaign made sure to eliminate the factor of professional perspective to integrate the campaign with the targeted mass. The approach aimed at eliminating pathologizing human responses to life's odds and advocate inclusive and attainable socio-psychological approaches. The approach has shifted from traditional medications to positive and constructive means to help people (Corcoran 2013). Previous campaigns from the Public Health England have been used to discern the shortcomings and ineffective action plans like using medical terminology.
The campaign however included a few shortcomings as the absence of addressing the root cause of the problems. Merely developing an action plan does not motivate a person dealing with mental illness and stress. Addressing mental health problems requires stringent measures as these can severely impact the lifestyle of citizens. The campaign has been formulated with a precise evaluation of factors and causes but it faces risks arising out of social factors such as rejection and ignorance from the general public (Corcoran 2013). The digital platform has been smoothly included in the campaign but it has been observed and analyzed that digital media has contributed extensively to mental illness like stress and anxiety. The campaign should focus on drifting the focus of people from their mobiles to their surroundings. Nature is therapeutic in itself and people can gain benefit by spending their time in natural surroundings like parks, and beaches. It has been observed that people who spent a minimum of time on electronic gadgets tend to be more aware of their surroundings and add value to their life and mental health. Mental health is a global issue and it needs to be addressed cumulatively by nations. The campaign can extend its functions once it hits the target in the home country. Integrating people from diversified cultures to come together and fight mental illness and promote mental health and wellbeing in unison can be a potential approach to include in the campaign (Sampogna et al., 2017).
In the above report, the 'every mind matters' campaign is evaluated based on the conceptual work of scholars and theories. The influence of the campaign on the general public is also evaluated to assess the success of the campaign. We discerned that the campaign has been formulated to promote mental health and wellbeing due to the increased cases of depressions, anxiety, and inefficiency of people to add value to their lives. Promoting and informing about mental health is an invincible need in the contemporary world. Rapid advancements, a growing materialistic approach, and competition in society and the global market have exhorted an invisible pressure on today's generation. The campaign is evaluated based on its impact and factors to combat the ill effects of ignorance towards mental health.
Bergeron, K., Abdi, S., DeCorby, K., Mensah, G., Rempel, B. and Manson, H., 2017. Theories, models and frameworks used in capacity building interventions relevant to public health: a systematic review. BMC public health, 17(1), pp.1-12.
Blue, S., Shove, E., Carmona, C. and Kelly, M.P., 2016. Theories of practice and public health: understanding (un) healthy practices. Critical Public Health, 26(1), pp.36-50.
Corcoran, N. ed., 2013. Communicating health: strategies for health promotion. Sage.
Barry, M.M., Clarke, A.M., Petersen, I. and Jenkins, R. eds., 2019. Implementing mental health promotion. Springer Nature.
Sampogna, G., Bakolis, I., Evans-Lacko, S., Robinson, E., Thornicroft, G. and Henderson, C., 2017. The impact of social marketing campaigns on reducing mental health stigma: Results from the 2009-2014 Time to Change programme. European Psychiatry, 40, pp.116-122.
Mahase, E., 2019. New website aims to promote good mental health in England.
Razai, M.S., Oakeshott, P., Kankam, H., Galea, S. and Stokes-Lampard, H., 2020. Mitigating the psychological effects of social isolation during the covid-19 pandemic. bmj, 369.
Pinto, S., Fumincelli, L., Mazzo, A., Caldeira, S. and Martins, J.C., 2017. Comfort, well-being and quality of life: Discussion of the differences and similarities among the concepts. Porto Biomedical Journal, 2(1), pp.6-12.
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