Friday, 04 November 2022
NHS England and Health Education England are seeking views on a new name and ‘tag line’ for IAPT services via a survey, and staff, patients and stakeholders are invited to take part.
The Improving Access to Psychological Therapies (IAPT) programme started in October 2008 with the ambition to provide NICE recommended psychological therapy for people struggling with anxiety and depression.
IAPT is now one of the flagship programmes of the NHS Long Term Plan, with more than 1.2 million people accessing its services in 2021/22.
The services are currently known as ‘IAPT’ however it is felt this brand has become a barrier to access, with services choosing to use different individual names, and the public struggling to understand the acronym.
A brand refresh has been a long standing discussion that started a number of years ago, when the NHS England campaign team worked with an agency to commission the first ‘IAPT’ name options.
In 2021 and 2022, the NHSE mental health communications campaign team focused again on IAPT and helped support the increase in referrals to services during the COVID-19 pandemic.
During this campaign, focus groups were conducted to define the best terminology to use in all Help Us Help You campaign content, which resulted in ‘NHS Talking Therapies’ becoming the new way to describe IAPT in NHS public facing communications.
Prior to this, PHE had run 'Every Mind Matters' campaigns, utilising focus groups, and using the term 'NHS Psychological Therapies.
We are now concluding our engagement process on the IAPT brand refresh; the final step of the process through which Ministers, NHS leaders, IAPT services and the public have been consulted.
Rebranding IAPT will be the start of a longer journey towards a greater understanding of the IAPT brand for the public and stakeholders, so we can remove any potential barriers to access and promote IAPT more widely.
In 2023, IAPT will also be turning 15 years old. The rebranding will be an opportunity to refresh our marketing and campaign materials in light of providing NICE recommended psychological therapy for 15 years.
Click here to access the IAPT Brand Refresh Survey.