Customer Stories

Launching Unmind #4: Keeping the conversation alive at Nationwide

Unmind Team

Unmind Team

Unmind Product Spotlight: Calendar Reminders

TABLE OF CONTENTS

As the UK suddenly locked down in March 2020, Nationwide accelerated its plans to roll out Unmind to support its workforce. After launching in May, the building society's wellbeing team knew their success would rely on their ability to keep the conversation about mental health alive. Here’s how they did it. 


In posts one, two and three we looked at how Virgin Media, M&S and Entain launched Unmind within their organisations. Our latest explores how Nationwide used internal channels to promote mental health through the pandemic, and to keep the conversation alive at all levels of the organisation.  

Laying the foundations for resilience 

Last year, Nationwide – the world's largest building society – planned to bolster its mental health programme to support its people, challenge stigma, and effect cultural change. Then, as the country suddenly locked down, the building society accelerated its plans to roll out Unmind to its employees.

From the day of launch, Nationwide's comms strategy was so send out a positive message about the benefits of proactively nurturing mental health. To reach employees across all locations with their initiatives, the team used a range of channels at their disposal.  

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The initial launch was marked with a host of promotional events, across a range of channels.

  • Internal radio was harnessed during the week leading up to World Mental Health Day to air Unmind exercises live across all branches.
  • Bespoke Unmind ads were played before and after meetings and live events to target employees at their most engaged.
  • Nationwide's leadership newsletter featured senior advocacy for the platform. 
  • An external press release was sent out to gain 360-degree coverage. 


Keeping the conversation alive

While the roll out provided an ideal opportunity to make a big initial splash and drive uptake, Nationwide knew they needed to keep the conversation alive to maintain high levels of engagement with the Unmind platform.

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Weekly stories   

Each week, a story is shared about how an employee is engaging with the platform – whether it’s how they used lessons from an Unmind Series to help a colleague who was struggling, or how they used a Tool to sleep better. Sharing these stories keeps the platform front-of-mind while also promoting the variety of ways it can help.

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Leadership webinars and events 

Dr. Nick Taylor, CEO & Co-founder, and Steve Peralta, Chief Content Officer & Co-founder of Unmind have joined Nationwide leaders for webinars played across Nationwide branches. During these discussions, members of the leadership team share stories about lived experiences of mental health challenges, either personally or through loved ones.

The authenticity with which leaders speak out about mental health really resonates with the workforce. The first webinar resulted in an even greater spike in uptake than launch day itself.

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Platform engagement

Thanks to these events and ongoing collaborative efforts between our Client Success team and the Wellbeing leaders at Nationwide, their employees have really taken to the platform.

  • They've tuned into over 404,300 minutes of our mental wellbeing Tools.
  • 40% of their entire workforce have signed up to the Unmind platform.
  • Popular tools include Uplift, Daily Boost, and Sleep.

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An ongoing campaign for cultural change

Read the full case study to see how M&S, Virgin Media, and Entain also launched Unmind to promote mental health among their workplaces.

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To launch your proactive and preventative mental health strategy, book  a chat with one of our specialists today.