The Scottish Children’s Services Coalition

Millions for Mental Health in Scotland

Project impact

25 million opportunities to see

943 tweets featuring #mentalhealth

52% increase in relevant page visits

The Scottish Children’s Services Coalition

“We were delighted with the campaign undertaken by Orbit Communications, which surpassed all our expectations and delivered much-needed investment into mental health services. By using a number of channels, including both public affairs and media relations, this delivered excellent results with a very limited budget.”

– Kenny Graham, Falkland House School,
Member of the Scottish Children’s Services Coalition

Background
The Scottish Children’s Services Coalition (SCSC) is an alliance of leading independent and third sector service providers, campaigning to improve services for vulnerable children and young people in Scotland.

The SCSC tasked Orbit Communications with devising a campaign to increase Government funding for child and adolescent mental health services (CAMHS) in Scotland.

The team at Orbit Communications looked at targeting the UK Government Autumn Statement and the funding that would be coming to Scotland in order to deliver this. The objective was to seek that £20 million of the £125 million that would be coming to Scotland would be invested in mental health services.

Mental health provision has always been viewed as the poor relation when compared with physical health, and there were of course other increased demands, be it education, transport or housing.

The aim was to impress on the Scottish Government the clear requirement and public demand for investment in these vital services.

Approach
Orbit Communications delivered a campaign which adopted an integrated public affairs and media relations approach. The team engaged with key stakeholders, building partnerships with other relevant organisations to deliver support for increased funding. A proactive media relations campaign was also undertaken.

Through this activity we developed a persuasive case with the Scottish Government, MSPs and other key influencers. We also used the media to raise awareness of the issue and engender support. Third party endorsements also formed a key part of this, reinforced via an extensive social media campaign.

The public were also further energised through a petition campaign.

Outcome
The Scottish Government announced that it would be investing £85million to improve mental health services for children and young people in Scotland over the next five years.

The campaign objective, as developed with the client, was not only fully met but exceeded by more than fourfold.

  • The overwhelmingly positive media coverage highlighted that over the course of the campaign there were over 25 million Opportunities to See (OTS).
  • 943 tweets were sent featuring #mentalhealth with 20,000 visits to www.thescsc.org.uk.
  • Visits to the relevant page on www.thescsc.org.uk increased by 52%.