Sharing experiences through video with Mind
In this article, we chat to Jessie Coupe and Shifa Mehmet from Mind, and reflect on our recent partnership to create the ‘Finding Help’ video series. They take us through how the project got started, some challenges they faced, success metrics, the response to the final videos, and more.
Let’s jump right in, can you tell us a bit about what motivated you and your team to start this project?
Jessie: We wanted to improve the information offering on our website for people seeking mental health support. The project was part of a wider initiative funded by Co-op called the ‘Information in the Community programme’, and so a key focus of the project was to make our content more inclusive and reflective of the experiences of underrepresented communities.
But really, it all started because of Shifa’s work.
Shifa: I was doing interviews to try and understand what people needed from Mind’s resources. And when asked ‘What did you need when you were looking for help?’, consistently every participant I interviewed said they’ve sought out real stories from real individuals who went through something similar to them.
So you uncovered a clear user need there, how did this inform the direction of the project, and what you wanted to achieve with this video series?
Jessie: From Shifa’s research we developed this user need statement to help guide the project at every step:
“As someone who thinks I may have a mental health problem, I want to see stories from people experiencing similar, so I can feel validated and less alone.”
We knew that whatever we created, as long as it aligned with the key points within the user statement, we would achieve our project aims.
We also wanted to show and not just tell people that they aren't alone in their experiences, which is why video works so well. Through the videos, we wanted to inform users what it might be like when they’re looking for help, and help to demystify and destigmatise the experience of, for example, going to the GP, trying a new medication, or going to a therapist. We also really wanted to platform marginalised voices, so diversity was important in this project.
When creating these films, what would you say were the biggest challenges, and how did you and the team overcome them?
Shifa: For me it was a challenge to choose which stories to tell. We put a call out for participants on our social media and in our participation newsletter and we had a great response. Jessie and I had the task of selecting the participants for the videos, which was difficult because we didn’t want people to feel overlooked if they weren’t selected. Having a clear user need statement helped us to stay focused and make the right call on who to involve. It also helped that Mind has a very good participation programme. So, if they weren't chosen for this project, there‘s always an opportunity for people to get involved in another way in the future.
Jessie: Another major challenge was managing participant expectations and keeping them motivated throughout the process. We had to clearly communicate what their involvement levels would be in deciding what would make the final cut. We didn't have a script, participants spoke to us freely about their experience, but beforehand we made them aware of the real user need we were trying to meet, and the impact that sharing their story would have.
What has the response been like to the final films?
Shifa: We're thrilled with the final videos. They've been so well received internally, and I've had a lot of positive and emotional responses from colleagues. Everyone can see we’ve created something that will be really useful to those looking for advice on mental health support.
Jessie: And from the participants themselves, the feedback's been wonderful! They're so proud of it, which is just so important because when people love the work they're involved in, they really want to shout about it and share it with their networks and communities, and often these are the people we’ve been trying to reach too.
Watch the full video series here
How will you measure the impact of this video series, and how are you defining long term success?
Jessie: Two things come to mind. I think one way that we'll measure success is through the relationships with our participants moving forward. You know, if they want to come back and do more work with us at Mind, or if they experience tough times in future, and come to use our services for example. If they do, I think it’s a real testament to our co-production process and how we told their stories.
And another way we’ll monitor success will be by looking at engagement and page analytics, but it's just too early for us to do that yet. The videos aren't part of a major marketing campaign, they're meant to support existing content on our website, so big numbers immediately were never the aim. We’re more monitoring user engagement with the content embedded on our web pages, so looking at dwell time and video views. Going forward, something the content team will also look at is qualitative feedback, so testing with users to see if they've found the videos helpful.
What advice do you have for other charities looking to tell real stories through video?
Shifa: Make sure you involve participants as early as possible. We might have had an idea of the stories we wanted to tell, but people brought their own stories to our attention that really helped us ensure the content is based on real needs and experiences.
Jessie: I think having that insight and the user need statement guiding your editorial and content decisions as you go through the process is really valuable.
But also, I think it’s important to prioritise your relationships with participants and their welfare. Make sure you’re managing their expectations, keeping in contact with them through the process, and being clear about their level of involvement. Overall just making their experience as positive as possible. Not only will you then have this great relationship you can nurture for the future, but it also comes back tenfold in terms of the authenticity and the quality of the content. It’s a win for everyone if you not only engage participants, but do so in a really meaningful way.
That’s great advice! A huge thanks to both of you for taking us through the project and for sharing your experience and learnings from the process.
Is your charity thinking about sharing experiences through video?
Or do you have some questions for us about how we approached this kind of project? Then please get in touch, we’d be more than happy to chat.
Would you like to hear from more of our clients?
Then you might like our previous article where we spoke to Ellie Carter about our partnership in developing a five-year legacy strategy for St Barnabas Hospice.