As we reflect on the end of Mental Health Awareness Week 2024, we took a moment to look back at our mental health campaigning over the past five years. From opening up the mental health conversation with the launch of Every Mind Matters and working with a plethora of generous famous faces with lived experience of mental health, to signposting the help and services available from the NHS Talking Therapies and Gamble Aware for those struggling with some of the pressures of everyday life, we have been there each step of the way, tackling mental health through behavioural science and iconic campaigns to create change and impact. Julia Bainbridge, Founder Freuds+ said: "We are committed to continue working with organisations and individuals that are helping to drive the mental health agenda forward; from innovative tech advances and digital therapeutics to those keeping the conversation front and centre, making space for people to talk."
Freuds+
Public Relations and Communications Services
Freuds+ has a collective intention to drive positive and meaningful social impact through behaviour change.
About us
Freuds+ sits at the heart of Freuds Group, an independent family of creative agencies that partner with clients to help tackle their biggest challenges. Freuds+ helps people lead healthier and more fulfilling lives by striving to create a more equitable and sustainable world. Working with government departments, international organisations, charities, and global businesses, Freuds+ drive positive change through impactful, purpose led campaigning, informed by the latest behaviour change science.
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External link for Freuds+
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Updates
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Malaria kills nearly half a million children under five each year – one every minute. Which is why this photo tells a thousand words. Yesterday, after more than a century of relentless scientific efforts, the highly effective, low-dose Oxford-Serum R21/Matrix-M™ malaria vaccine has started to roll out across Africa. Freuds+ has been working closely with Gavi, the Vaccine Alliance, University of Oxford and Novavax on behalf of the world’s largest vaccine manufacturer, Serum Institute of India Pvt. Ltd., on the landmark announcement which marks a new era in malaria prevention. The new malaria vaccine can be manufactured at speed and scale, critical to stemming the spread of disease, as well as protecting the vaccinated. The new vaccine will be offered to children who are most susceptible to the disease as part of country’s immunization programmes. Combined with bed nets and other vector prevention, the new vaccine could save millions of lives. However, a vaccine is only effective if those eligible come forward. Building confidence in vaccines starts from the ground up, with effective education and behaviour change campaigns to ensure that parents bring their children to vaccine appointments and maintain other protective measures. Now, as 15 African countries are expected to introduce malaria vaccines - which could reach around 6.6 million children 2024 and 2025 – a malaria free world is finally in sight. As we celebrate this achievement, it is vital we continue pushing forward until malaria is no more. #HealthForAll University of Oxford Serum Institute of India Pvt. Ltd. Novavax
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This week, as part of Goals House Cannes, Julia Bainbridge, Freuds+ Founder, together with Nishma Patel Robb 🪩⚡️, and Spotify’s Ed Couchman, led a thought-provoking roundtable on the pivotal role and responsibility of brands in driving behaviour change for social impact. #GOALSHOUSE #BEHAVIOURCHANGE #SDG #CANNESLIONS 📸@Samuelmchurchill
Yesterday I had the pleasure of chairing a roundtable exploring the role and responsibility of brands in behaviour change for social impact at Goals House in Cannes with the formidable Nishma Patel Robb 🪩⚡️and Ed Couchman. I'll never do justice to all the brilliant conversation but just some of the most pertinent points and considerations for me included Michelle Green's steer that the C-suite needs to be bought in to understand the mission, how we must involve grassroot communities in agenda setting from Desta Lakew, how coalitions of brands and partners can create more meaningful change, some foundational principles of good practice set out by Sara Vaughan, the need for sustained campaigning and of course actual impact measurement - with a nod to how the advertising sector is starting to take accountability on this from Matt Bourn and the wider role of communications and popular culture in making a difference from Katja Iversen. Thank you to all of you that came and were part of it. Let's continue the conversation!
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2024 marks a step closer to making malaria history, with not one but two vaccines set to be deployed across the African continent. Freuds+ has been working closely with our client the Serum Institute of India Pvt. Ltd. – the largest vaccine manufacturer in the world - on the roll out of the groundbreaking R21/Matrix-M™ #malaria vaccine. Last month, we were thrilled to announce the first batch of the lifesaving vaccines had been shipped from Serum’s cutting-edge facilities in Pune, India, to the Central African Republic and South Sudan – a monumental moment in the battle to beat this deadly disease. Developed in partnership between the University of Oxford and the Serum Institute of India Pvt. Ltd., R21 surpasses the WHO Malaria Vaccine Technology Roadmap goal of a vaccine with at least 75% efficacy. It is a highly effective and affordable, low-dose malaria vaccine that can manufactured at speed and scale. And with the Serum Institute of India committed to producing 100 million doses per year - and ambitions to double this effort over the next two years – the new vaccine has the potential to save millions of lives and billions of dollars. In fact, a new study from Policy Cures Research has shown that investing in technologies for ‘neglected diseases’ like malaria will save at least 40.7 million lives by 2040 and will pay for itself 405 times over. Malaria No More UK’s recent report also reveals that commitments to #ZeroMalaria would see an economic boost of $142 billion in malaria-endemic countries. As countries prepare up for the highly anticipated roll out, we look forward to seeing the first child vaccinated, and celebrate a stride forward in the hope to one day eliminate the disease. We’re proud to work with the Serum Institute of India alongside partners Gavi and UNICEF as they work on the ground to distribute the vaccine to all those who need it. Read more about R21 in a brilliant TIME article the team secured: Serum Institute of India's Plans for Its Game-Changing Malaria Vaccine | TIME. https://lnkd.in/dzJTbVUe
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This week, the Freuds+ team attended the 77th World Health Assembly in Geneva, which brought together international scientists, philanthropists, multilateral organisations and governments to address some of the biggest global health threats. We’ve seen significant progress with the pandemic treaty and signing of the new resolution on climate and health, but there’s a steep mountain still to climb. Here are the messages that rang loud and clear: ➡ We cannot future proof our health systems if they are not today proof. We face a small and rapidly closing window of opportunity to build health resilience and security globally, and communications must be considered at the heart of this. ➡ Innovation will accelerate progress. The global health burden is growing, yet there are quick wins and innovation that can significantly improve health outcomes. It was inspiring to learn from organisations at the World Health Assembly at the forefront of innovation, driving access to assistive technologies – from digital tools for accessibility through to greener solutions and vaccine storage. But access to these technologies only works if it’s combined with demand. Behaviour change and education must be considered a fundamental lever, so we can drive demand for life changing and saving services, overcome barriers to uptake, and shift perceptions. ➡ We must turn rhetoric into action – and act with urgency. We know that the climate crisis is a health crisis and its impacts are escalating and evolving. Now is the time for urgent action to protect current and future generations. At Freuds+, we believe in the power of communications to shift the dial, set agendas, and ignite change. It’s why we do what we do and we’re proud to be supporting our clients to address some of the biggest global issues. Together, we can make a difference. As the 77th World Health Assembly draws to a close, we’ve been inspired by the progress and action from the global health community to address growing threats. Now is the time to bring innovation to the communities that need it most and ensure that health is at the heart of political decision making. #WorldHealthAssembly #WHA #WHA2024
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Over 4 million young people are not registered to vote in England and Wales – together, they would make up the second-largest UK city. MyLifeMySay – a non-partisan youth-led charity is campaigning to increase voter participation through the Give An X campaign, founded with the #iwill movement and Shape History. With our support, more than 113,000 young people registered on National Voter Registration Day, the deadline for this year’s local and mayoral elections – a 350% surge on the day before, with the total almost double from the last equivalent local elections in 2021 – showcasing the power of effective behaviour change campaigns. Ex-Love Islander and Violence Against Women and Girls campaigner, Sharon Gaffka, and social housing activist, Kwajo Tweneboa, are both supporting the campaign and have highlighted the importance of youth voter participation, urging young people to be a part of the steps needed for change. This is the first election where voters will need to show photographic ID at polling stations – don’t forget yours! Tomorrow is your opportunity to seize the power of your vote and drive change - are you going to Give an X? #GetOutandVote #GiveAnX
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With a child under five dying from #malaria every minute, the disease remains a critical #globalhealth issue of our time. However, this #worldmalariaday we feel a sense of optimism and hope as the world prepares for the roll out of the breakthrough R21/Matrix-M vaccine, co-developed in partnership between the University of Oxford and the Serum Institute of India Pvt. Ltd. In the lead up to the vaccine’s rollout, the world’s largest vaccine manufacturer is committed to producing 100 million doses per annum, to be doubled over the next two years. Developing and manufacturing a lifesaving vaccine is one challenge, delivering them is another. A whole system approach is required to reach areas such as Sub-Sharan Africa which can be some of the most logistically challenging and complex. And when the vaccine reaches these countries, public and HCP campaigns grounded in behaviour change to educate and address vaccine hesitancy will be paramount to ensure that those eligible come forward. This #worldmalariaday marks a critical step towards reducing over half a million malaria-related deaths annually but we must not take our foot off the gas. There’s a long road ahead but we’re moving closer to one day, making malaria history.
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This week is a double celebration; it is two years since the founding of Freuds+ and one year since the launch of our unique collaboration with Robert West, Professor Emeritus of Health Psychology at the University College London, to create the Freuds+ Model for Change. This morning, Julia Bainbridge, Founder of Freuds+, shared her thoughts on the challenges we will take on over the next two years. #freudsplus #communications #behaviourchange #Love&Work
This week is a double celebration; it is two years since the founding of Freuds+ and one year since the launch of our unique collaboration with Robert West, Professor Emeritus of Health Psychology at the University College London, to create the Freuds+ Model for Change. (Full article to follow). In the past twelve months, the Freuds+ Model for Change has led to significant positive behavioural outcomes as a result of our campaigns. For example, our work for Terrence Higgins Trust in support of National HIV Testing Week drove an immediate 10% increase in orders of HIV testing kits. Our NHS Bowel Screening Campaign featuring Alan Titchmarsh and Tommy Walsh resulted in a 250% increase in Google searches for the NHS bowel screening kits and our ‘Let’s open Up about Gambling’ campaign for GambleAware drove 93% of the people who recognised it to take action, including one in four speaking to someone about their gambling. The self-assessment tool launched as part of the campaign has received over 100,000 completions over the past nine months, with one in four users then reaching out to receive additional support from a trained advisor. And we are excited to see the impact of our continuing work with the Foreign, Commonwealth and Development Office to globally increase positive sentiment and support for Ukraine, which has already delivered over 260 pieces of coverage and 2.7 m video views on social across Brazil and Kenya. We know that the right application of human behavioural science is more important than ever, as population behaviour is at the heart of all the issues that we look to address – whether that is population health, or climate change – even conflict. And along with the public, we must ensure that policy and industry partners support the change. We are already working with industry to bring to life an organisation’s purpose beyond profit – how industry invests and innovates to transform health outcomes and its commitments beyond its portfolio. Our work spans UK and global pharmaceutical and consumer health businesses. Notable examples this year have been working with Foundation S, Vanessa Kerry, MD MSc and Seed Global Health to raise awareness of the global health consequences of climate change and the urgent need for investment in both mitigation and adaptation solutions to support vulnerable communities. We have also partnered with the Serum Institute of India Pvt. Ltd., to support the launch of their vaccines for Malaria and HPV – which are set to transform health outcomes in underserved populations. As I look to the next one to two years, I am filled with excitement about the potential to help create a more equitable, secure and sustainable world. The challenge is set and we are ready. Get in touch if you want to find out more.
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Freuds+ is proud to be supporting MyLifeMySay on its Give An X campaign to encourage the silent voices of 4.3M young people who aren’t currently registered to vote to register ahead of tonight’s deadline! It only takes 5 minutes to register, and it means you can cast your vote in the upcoming local and mayoral elections on 2nd May. #registertovote #giveanx
🚨NEW CAMPAIGN ALERT🚨 Did you know that a third of young people aren’t registered to vote? We are a YOUTH movement from across the country, LED by young people FOR young people. And, we are on a mission to get every single young person REGISTERED TO VOTE. Founded by My Life My Say, Shape History and the #iwill Movement, we’re working with leading brands, universities and youth organisations, as well as local, national and social media outlets to make sure that you know when to register to vote, how to register to vote, and of course, when to vote. We give an X, do you? Join our movement by following the link: https://www.giveanx.org
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In light of World Health Day yesterday, we want to reflect on our important work with Foundation S - driving collective action in order to help address climate-induced health effects and inequalities across the globe.🌎 #WHD #WorldHealthDay
This Sunday marks #WorldHealthDay. The theme this year is ‘my health, my right’, but at present, climate change is threatening the right to health of millions. According to the World Bank, climate change's negative health effects could drive 40M people into extreme poverty by 2030. But incredible communities are leading the charge to adapt to the devastating health impacts of climate change. In Senegal, Ecogarde aims to strengthen the health resilience of peripheral communities of the Langue De Barbarie Park. Supported by Foundation S, the organization, made up of local volunteers, are using their unrivalled knowledge to build resilience against the climate crisis, including: ➡️ Improving sanitary conditions ➡️ Raising awareness of the presence of disease outbreaks, and educating communities on its modes of transmission and prevention methods, via radio programmes ➡️ Implementing early warning systems ➡️ Restoring mangroves and casuarina trees to limit the advance of water causing land salinization and enhancing seafood productivity This World Health Day, it is vital we recognize the need to continue to channel flexible financing directly to local projects like Ecogarde, to create healthier futures for generations to come.