Youth-centred communication and engagement strategy
Summary
Kent and Medway Integrated Care Board commissioned Blue Lozenge to develop a co-designed communication and engagement strategy to improve children and young people’s access to mental health services. Blue Lozenge placed young people at the centre of the methodology, conducting focus groups in schools and youth councils, engaging parents, carers, and education staff, and consulting mental health service providers. The resulting strategy was grounded in evidence and insight, accompanied by a pragmatic one-year implementation plan. The strategy provides Kent and Medway ICB with a framework to address communication gaps and improve mental health service access for children and young people across the region.
Co-designed communication strategy to help transform children’s access to mental health support
Kent and Medway Integrated Care Board faced escalating demand for children and young people’s mental health services, compounded by feedback about poor communication around available services. They needed a transformative communication and engagement strategy that would help vulnerable young people access appropriate mental health support when they needed it most.
Approach
Blue Lozenge placed the voices of children and young people at the centre of our methodology:
- Involved young people throughout the entire process, beginning with co-scoring the project bid
- Conducted targeted focus groups with children and young people in schools and youth councils
- Engaged education workforce, parents, and carers to understand their unique perspectives
- Consulted mental health service providers to identify operational challenges and opportunities
- Collaborated with the local communications network to leverage existing strengths
- Analysed national research on youth mental health communication preferences
- Developed a comprehensive strategy grounded in insights and evidence
- Created a pragmatic one-year implementation plan with achievable milestones
This multi-stakeholder approach ensured our strategy addressed the patient journey holistically, identifying and resolving communication gaps that previously prevented young people from accessing vital services.
Impact
The resulting strategy represents a breakthrough in children’s mental health communication, providing Kent and Medway ICB with a roadmap for delivering world-class engagement. Beyond the strategic framework, our practical implementation plan ensures incremental progress toward improved mental health outcomes for children and young people across the region.
Most importantly, by redesigning communication pathways based directly on young people’s input, the strategy will help vulnerable youth navigate and access mental health services more effectively, potentially transforming outcomes during critical developmental stages.
From start to finish Blue Lozenge shared our vision for creating a first-class strategy that had the voices of children and young people at its heart, while being ground in insight, evidence and research. Blue Lozenge’s professional, expert and pragmatic approach to the project meant they felt like an extended part of our team, working together to deliver a vital piece of work. We wouldn’t hesitate to work with Blue Lozenge again.
Sue Mullin, Associate Director: Children’s Mental Health
