Central England Co-op marks World Mental Health day with lorry rebranding

The society, which has pledged to help tackle issues surrounding mental health, is displaying the Time to Change logos on two of its trucks

Central England Co-operative is continuing its efforts to break the silence around mental health by branding two of its lorries with the Time to Change logo.

It is hoped this will help publicise the campaign to remove the stigma surrounding mental health as people see the lorries as they travel on roads across the UK.

The move comes as the society gets set to promote World Mental Health Day on October 10.

Earlier this year, chief executive Martyn Cheatle signed the Time to Change Employer Pledge as part of the society’s long-term commitment to raising awareness about mental health.

Tracey Orr, support services executive, has spearheaded the society’s efforts to tackle the issue through a mental health working party.

She said: “By branding two of our lorries with the Time to Change logo, we are showcasing to more people than ever how important this pledge is to our society.

“No one should feel ashamed of talking about mental health problems and we want to break the culture of silence around mental health in the workplace.

“We are proud to be part of World Mental Health Day and proud to be able to mark it with the launch of these specially branded lorries.”

Chief executive Martyn Cheatle signs the Time to Change pledge, surrounded by colleagues

World Mental Health Day will also be marked with a tea and talk event at the society’s Business Support Centre, in Lichfield.

The society has launched several other initiatives offering support to those who are battling mental health issues following the signing of the pledge.

These include:

  • Mental health first aid training courses, dementia friendly awareness sessions and mindfulness workshops – 36 events that 384 colleagues have attended
  • Creating 50 mental health and wellbeing champions who offer support by signposting colleagues towards resources and help regarding mental health
  • Launched the colleague assistance programme – a 24-hour, 7 day a week, confidential helpline – in May 2017
  • 77 colleagues took part in an anonymous mental health and wellbeing research – 73% said it was very important the society addressed mental health in the workplace
  • Conference for the 50 mental health and wellbeing champions, in conjunction with Time to Change, for them to find out more about their roles, share best practice and learn about supporting each other

Time to Change is a national mental health campaign, launched in 2009 by mental health charities MIND and Rethink with the objective of reducing health-related stigma and discrimination.

The pledge is an aspirational statement which indicates to colleagues, members and customers that Central England Co-op wants to take action to tackle the stigma and discrimination around mental health, focussing on the workplace in particular.

Sue Baker, director of Time to Change, said: “We know it can be hard to talk about mental health, which is why we’re supporting employers to open up, to talk and to listen.

“Everyone’s attitude makes a difference and it’s fantastic to see organisations like Central England Co-operative taking the lead.”

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