Leeds mental health campaign in digital first

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by Stephen Chapman

In a UK first, NHS Leeds will be using pitch-side ads on a computer game to promote its mental health services for young people.

MindMate will be seen on perimeter boards on the Football Manager game, these will be geotargetted so they’re only shown to people playing the game in the city.

The website was developed by NHS Leeds Clinical Commissioning Group, as part of the ‘Future in Mind: Leeds’ strategy to improve the emotional wellbeing and mental health of children and young people.

Over the next 6 months, it will be running a series of campaigns to drive awareness of the resources available, which starts today via Football Manager 2018.

The 8 second, clickable digital pitch-side ads will be shown during game simulations.

“In the coming months we will be hoping to reach as many young people in the city as possible to make them aware of the help available via MindMate,” explained Dr Jane Mischenko, commissioning lead for children & maternity services at NHS Leeds CCG.

“Mental health and wellbeing is an important subject for children and young people, so our aim is to signpost MindMate as a resource that they can turn to for support and advice when the time suits them.”

Simon Mitchell, CCO at Bidstack, which offers in-game advertising on Football Manager, added: 

“Bidstack is delighted to be working with the NHS and MindMate to raise awareness and support of mental health issues in young people; males in particular are hard to reach and engage, and the gaming environment in Football Manager is a great way to connect with them.”