Evaluation of Every Mind Matters

[Project status – Reporting Stage]

Project summary

Every Mind Matters (EMM) is a public health campaign and website which were launched by Public Health England in October 2019 to provide the public with information about common mental health problems. It includes a wellbeing action planning tool, ‘Your Mind Plan’. Sections about the Coronavirus and for Young People were subsequently added to the EMM website: https://www.nhs.uk/every-mind-matters/


The MHPRU led an independent, mixed-methods evaluation of EMM with four components:

  1. Measurement: Development of three new measures of mental health literacy (recognition, action, vigilance) suitable for the content of EMM and use in general population samples.
  2. Change in outcomes over time and their relationship to EMM awareness or use: Quantitative analysis of data from repeated bespoke surveys of nationally representative samples before and since the launch of EMM using the above measures of mental health literacy and others.
  3. Economic evaluation: Analysis of the Health Survey for England 2019 dataset to assess whether awareness of EMM moderates the relationships between wellbeing and help-seeking, and wellbeing and the costs of primary care use; and modelling using the repeated bespoke surveys to examine the cost-effectiveness of the campaign.
  4. Experiences of the EMM campaign and web resources: Qualitative interviews to explore individuals’ views of the campaign, use of the web resources, any barriers participants encountered or suggestions for improvement of EMM. We followed advice from the MHPRU Lived Experience Working Group to purposively include a sub-sample of participants with severe or long-term mental health problems who were aware of the campaign but may or may not have used the website.

engagement and events
  • Preliminary qualitative findings were presented to the Office for Health Improvement and Disparities (the agency that succeeded Public Health England) on 4 May 2022.

The whole evaluation was presented as a symposium at the European Psychiatric Association Section of Epidemiology and Social Psychiatry 20th Congress in Cambridge on 8 September 2022.