Helping Lloyds customers
stay strong in difficult times
Lloyds & Mental Health UK
The challenge
Help small business owners stay resilient in trying times.
80% of small business owners struggle with their mental health, and only 31% know where to go for help. To show that Lloyds Bank understands its customers’ challenges and is there to help them thrive, we needed to offer people tangible support.
Strategy
Show business owners they are not alone.
We aimed to highlight how a strong mindset and resilience can contribute to business success, whilst challenging the narrative that mental health must be sacrificed in the process. Importantly, statistics and stories highlighting the experiences of other business owners allowed people to feel less alone in their mental health challenges.
What real people think
“I knew running a small business wouldn’t be easy, but when you have to stay strong for your employees, colleagues and investors, it’s difficult to know where to turn for help.”
The idea
Stronger mind, stronger business
What we made
Online hub
An online help hub, where small business owners can learn how to build mental resilience and look after their mental health, featuring written guides, video case studies, and a portal book a free therapeutic coaching session.
Value unlocked
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The campaign landing page received over 20k visits
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The mental health articles generated over 13k visits
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The hub drove 10k visits to the MHUK session booking page
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A combined series of customer emails resulted in a further 8k visits to the hub
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All 1,040 therapeutic coaching sessions with Mental Health UK were booked
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98% of business owners surveyed agreed they’d take some form of action as a result
"I've been a customer for ten years and the experience has always been positive. The therapeutic coaching initiative is a fantastic idea – so progressive and responsible. It has definitely given me tools that I will remember forever.”
— Emma Louise Piggott from ELP Barbershop
