Story:
Parenting Mental Health (PMH), a charity founded by Suzanne Alderson, launched a powerful campaign for the back-to-school season, shining a light on the struggles parents face when supporting children with severe mental health challenges. The campaign, inspired by Alderson’s personal experience with her daughter’s mental health journey, aimed to expose the emotional, physical, and financial toll on parents, as well as the lack of adequate support from schools and healthcare systems.
Challenge:
- Mental Health Crisis Among Children: As children return to school, the reality for many parents is far from exciting. With over a quarter of a million children and young people waiting for mental health support, parents are left to manage their children’s mental health crises largely alone.
- Parental Guilt and Blame: 91% of parents reported overwhelming guilt and self-blame, feeling responsible for their child’s struggles despite doing everything they can.
- Stress and Health Issues: 94% of parents live in a state of constant stress, with many experiencing severe physical health problems, including heart arrhythmias and chronic fatigue.
- School System Struggles: 80% of parents believe schools are more focused on attendance figures than supporting students with mental health issues, leaving families feeling unsupported.
Key Statistics:
- Parental Stress: 94% of parents report living under crushing stress, leading to significant physical health issues.
- School Challenges: 94% of children with mental health issues have taken time off school, yet 67% of parents feel schools do not provide adequate support.
- Financial Impact: 70% of parents have had to take time off work to care for their children, and 13% have quit their jobs entirely due to the overwhelming pressure.
Action:
- Campaign Launch: The “Back to School” campaign centred on raising awareness of the hidden struggles parents face when supporting children with mental health issues. Suzanne Alderson led the campaign, sharing her personal story and emphasising the importance of compassionate support for families during this challenging time.
- Media Engagement: Suzanne Alderson appeared on various radio shows and digital platforms, discussing the findings of the PMH report. Her interviews highlighted the devastating toll on parents, from guilt and isolation to the health problems caused by constant stress.
- Public Education: The campaign also educated the public about the “Partnering Not Parenting” approach developed by Alderson, which focuses on working with children to support their mental health. This method has already helped thousands of families and was a key element of the campaign’s messaging.
Results:
- Media Hits: The campaign secured 338 media opportunities, reaching a total audience of 197.46 million. Coverage included interviews on major radio stations like BBC Newcastle and BBC Tees, ensuring that the message reached parents across the UK.
- Radio Interviews: Suzanne Alderson shared her personal story and the findings from the PMH report, creating significant engagement on shows like BBC Cumbria and WCR. Her powerful storytelling resonated with parents, who saw their own struggles reflected in her experiences.
- Online Impact: PMH’s online presence grew significantly, with more parents joining the PMH Facebook community, where they could connect with others facing similar challenges.
- Public Engagement: The campaign led to increased engagement on social media and within the PMH community, as parents shared their own stories of dealing with their children’s mental health issues. Many expressed relief at finding a supportive community that understood the unique pressures they faced.
- Support System Growth: The “Partnering Not Parenting” approach gained traction, with more parents signing up for PMH’s courses and resources. The campaign successfully encouraged parents to seek support and prioritise their own mental health alongside their child’s.
Key Takeaways:
- Emotional and Physical Toll on Parents: The campaign highlighted the immense emotional and physical burden placed on parents when their children face mental health struggles. The report findings revealed that parents often experience chronic health issues, exhaustion, and social isolation due to their caregiving roles.
- School and Healthcare System Failures: Many parents feel abandoned by the school and healthcare systems, with 80% believing schools prioritise attendance over mental health support. The campaign underscored the need for systemic change to better support families.
- The Power of Community: The PMH community provided a vital lifeline for parents feeling isolated and overwhelmed. The campaign’s emphasis on community support helped parents feel less alone in their struggles and encouraged them to take proactive steps in managing their own wellbeing.
