From the earliest days of my career, mental wellbeing and suicide prevention have been deeply personal and professional commitments for me. My journey began with understanding my identity as a gay man in the 1990s, a time when the media's portrayal of AIDS was negatively influencing societal perceptions and judgments about such an identity. This experience was at a time and place that were not as open to celebrating differences. Another pivotal moment occurred in high school when a fellow pupil tragically took his own life. The shock and sorrow of that experience left an indelible mark on me, sparking a passion for understanding and addressing the root causes of poor mental health. This passion has driven much of my work ever since.
As a co-founder of Magpie, a creative behaviour change agency, I’ve dedicated my career to tackling the health inequalities that I witnessed growing up in Kirkby, Merseyside. Kirkby is a town that has faced significant challenges, and it was there that I first recognised the power of communication and community engagement in driving positive change. This realisation led me to establish Magpie, where our mission is to inspire healthier, happier lives through creative campaigns that resonate deeply with people’s lived experiences.
One of the projects closest to my heart is the NHS Communicate Award-winning Check-In campaign, which I started work on through lockdown in 2020 in collaboration with West Yorkshire Health and Care Partnership. I started the campaign by having around 100 conversations with NHS staff across West Yorkshire, each sharing their personal experiences with mental health stigma and the devastating impact of suicide. These conversations were not just insightful; they were a stark reminder of the urgent need for open dialogue and support around mental health in the workplace.
What inspires me most in this work is the courage of those who share their stories, the resilience of communities facing mental health challenges, and the potential for real, meaningful change. At Magpie, we believe in the power of creativity to shift perceptions, break down stigma, and ultimately save lives. As part of the Check-in with Your Mate campaign, I also shared my personal mental wellbeing struggle, highlighting the importance of open conversations and mutual support in overcoming mental health challenges.
My commitment to suicide prevention campaigning is more than a professional duty; it’s a personal mission. Every campaign, every conversation, and every piece of creative work we produce is driven by the desire to make a difference.
The Check-In (Staffcheck-in.co.uk) campaign has been a powerful example of how collaboration, creativity, and compassion can come together to support mental wellbeing. As we continue this journey, I hope to inspire other leaders to prioritise mental health, to listen to those who are struggling, and to be unafraid to check in with those around them. Together, we can create a culture where mental health is openly discussed, supported, and valued.
I'm really pleased to see the Check-in campaign continue to grow, and it's been great to get involved with Check-in with Pride. I encourage all leaders to join the Check-in with Pride staff campaign—it's a vital step towards fostering a more inclusive and compassionate workplace for our LGBTQ+ colleagues.
Let's work together to promote this important initiative, starting from World Suicide Prevention Day on 10 September 2024, and continue to support it throughout September and beyond. Visit staffcheck-in.co.uk/pride to download the ‘Staff campaign briefing note’ from the resource section where you can find all the content you need to promote this campaign.
Thanks for reading,
Ged
Hello, my name is Amanda, I'm the Community Pharmacy West Yorkshire Services Facilitator and Pharmacy Manager for Heath Pharmacy in Halifax and Community Pharmacy Lead for Central Halifax Primary Care Network.
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