Leeds mental health campaign in UK first

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13 Apr 2018

NHS Leeds will be using pitch-side ads in a video game to promote its mental health services for young people, in what is a UK first.


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

The website which has been 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.

The 8 second, clickable digital pitch-side ads will be shown during game simulations and launch in Football Manager 2018 today.

“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.”

This is just part of a series of campaigns over the next six months to drive awareness of the resources available.