Heads Together

Heads Together
Name	Heads Together
Formation	2016
Founders	Prince William, Duke of Cambridge, Prince Harry, Duke of Sussex, Catherine, Princess of Wales
Type	Charity campaign
Location	United Kingdom
Focus	Mental health

Heads Together is a mental health campaign launched in 2016 by senior members of the British royal family to change public attitudes toward mental health and to encourage help-seeking. The initiative operates via public events, partnerships with national charities, and media projects to raise awareness across the United Kingdom and to influence policy discussions within institutions such as the National Health Service and the House of Commons of the United Kingdom.

Background

The campaign was announced ahead of the 2017 London Marathon and followed a series of high-profile appearances by the founders at venues including Wimbledon and the Royal Albert Hall. The initiative built on royal patronages of organisations like Heads Together founders' links to The Royal Foundation, Tusk Trust, Sentebale and other philanthropic projects, aligning with broader public-health efforts exemplified by national programmes such as those run by the National Institute for Health and Care Excellence and the Mental Health Foundation. Early framing referenced public conversations spurred by campaigns like Time to Change and global advocacy exemplified by figures associated with the World Health Organization.

Objectives and Activities

The campaign set out objectives including stigma reduction, increased access to support services, and promotion of early intervention consistent with calls from bodies such as Mind (charity), Samaritans (charity), and the Royal College of Psychiatrists. Activities encompassed public-service announcements, fundraising events at venues including Wembley Stadium and collaborations with sports organisations such as England national football team programmes and community initiatives like those run by Sport England. The initiative supported digital resources and helplines resembling services promoted by NHS England and drew on evidence from studies published by institutions such as King's College London and University College London.

Campaign and Media Strategy

Media strategy deployed broadcast partnerships with outlets including the BBC, ITV, and Channel 4, and leveraged documentary formats previously used in public-health communication like those produced about Prince Harry, Duke of Sussex's military service and veterans' wellbeing. The campaign used celebrity endorsements from figures associated with The X Factor, Strictly Come Dancing, and theatre productions at West End theatre venues to amplify messaging. Social-media engagement was coordinated with platforms operated by Facebook, Twitter, and Instagram to drive hashtag campaigns and video content, while fundraising broadcasts mirrored charity telethons such as those by Comic Relief.

Partnerships and Funding

Partnerships spanned major charities including Mind (charity), Samaritans (charity), and Centre for Mental Health, and engaged corporate supporters from sectors represented by entities like Barclays, Tesco, and Virgin Group. Funding mechanisms combined private donations, corporate sponsorship, and event proceeds, structured through philanthropic vehicles similar to The Royal Foundation. Collaboration with research institutions such as University of Oxford, University of Cambridge, and Imperial College London supported evaluation efforts, while public-sector engagement included liaising with departments like the Department of Health and Social Care.

Impact and Reception

The initiative coincided with increased public discussion of mental-health topics in outlets including The Guardian, The Times, and The Telegraph, and influenced parliamentary debates in the House of Commons of the United Kingdom and policy reviews by agencies such as Public Health England. Evaluations referenced by academic groups at King's College London and policy think tanks like Institute for Public Policy Research noted rises in help-seeking behaviour reflected in calls to services like Samaritans (charity) and in traffic to online resources. Public reception combined admiration from supporters of royal advocacy and mental-health professionals affiliated with the Royal College of Psychiatrists and scepticism among commentators in outlets such as Daily Mail and Daily Express questioning efficacy metrics.

Criticism and Controversies

Criticism addressed concerns about measurement of outcomes, the role of celebrity advocacy in public policy, and the allocation of funds through royal-linked structures comparable to debates surrounding The Royal Foundation and high-profile campaigns like Sport Relief. Media scrutiny included discussions of conflicts of interest involving corporate partners such as Barclays and allegations about transparency raised in opinion pieces in The Guardian and investigations by broadcasters including the BBC. Academic critics from institutions such as London School of Economics and University College London called for more rigorous independent evaluation, while some advocacy groups argued for greater investment in statutory services overseen by bodies like NHS England rather than campaign-led initiatives.

Category:Mental health organisations in the United Kingdom