NI Public Health Agency Launches Anxiety Management Campaign as Mental Health Demand Rises
The Public Health Agency of Northern Ireland has launched a pharmacy-based "Living Well" campaign focused on managing anxiety, as demand for mental health services across the region continues to rise and community pharmacies are increasingly being called upon to provide a first point of contact for people experiencing mental health difficulties — a development that reflects both the scale of the mental health challenge in Northern Ireland and the innovative approaches being developed to address it.
Background
Mental health has been one of the most pressing public health challenges in Northern Ireland for many years. The region has consistently recorded higher rates of mental health difficulties than other parts of the United Kingdom, a pattern that researchers have linked to the legacy of the Troubles, higher rates of deprivation, and the structural challenges of a health system that has historically underinvested in mental health services relative to physical health.
The demand for mental health services in Northern Ireland has increased significantly in recent years, driven by a combination of factors including the long-term psychological impact of the pandemic, rising economic pressures, and growing awareness of mental health issues among the general population. The five health and social care trusts — Belfast, South Eastern, Southern, Western, and Northern — have all reported significant increases in referrals to their mental health services, and waiting times for assessment and treatment have grown substantially.
Community pharmacies have emerged as an important resource in the effort to provide accessible mental health support. Pharmacists are often the first healthcare professional that people with mental health difficulties encounter, and their accessibility — with no appointment required and extended opening hours — makes them well placed to provide initial support and signposting. The "Living Well" campaign builds on this role, providing pharmacists with training and resources to support customers experiencing anxiety and to connect them with appropriate services.
Key Developments
The Public Health Agency's "Living Well" campaign, which launched in early August, is focused specifically on anxiety — one of the most common mental health difficulties in Northern Ireland and one that is particularly amenable to community-based intervention. The campaign provides pharmacists with a structured framework for conversations with customers about anxiety, including information about self-management techniques, lifestyle factors, and when to seek additional support from a GP or mental health service.
The campaign materials, which are available in pharmacies across Northern Ireland, include information about breathing techniques, mindfulness, physical activity, and sleep hygiene — all of which have been shown to be effective in managing mild to moderate anxiety. The materials also include information about local support services, including the Lifeline crisis helpline and the Samaritans, for people who are experiencing more severe difficulties.
The PHA has also highlighted the conclusion of World Breastfeeding Week, noting the personal experiences of parents in Northern Ireland and the importance of community support for new mothers, many of whom experience anxiety and other mental health difficulties in the postnatal period. The connection between physical and mental health in the postnatal period is an area of growing focus for the PHA, which has been working with the five trusts to improve the integration of physical and mental health support for new parents.
Why It Matters
The "Living Well" campaign matters because it represents a recognition that the mental health challenge in Northern Ireland cannot be addressed by secondary care services alone. With waiting times for specialist mental health assessment running into months or even years in some parts of the region, community-based interventions that provide accessible, timely support for people with mild to moderate difficulties are essential. Pharmacies are particularly well placed to play this role: they are present in virtually every community in Northern Ireland, they are trusted by the public, and they are staffed by highly trained healthcare professionals who have the skills and the knowledge to provide meaningful support. The campaign also reflects a broader shift in thinking about mental health — away from a purely clinical model focused on diagnosis and treatment, and towards a more holistic approach that recognises the role of community, lifestyle, and self-management in maintaining mental wellbeing.
Local Impact
The "Living Well" campaign is being delivered through pharmacies across all five health and social care trust areas in Northern Ireland, ensuring that it reaches communities in Belfast, Derry/Londonderry, Newry, Antrim, Armagh, and the many rural areas where access to mental health services is most limited. In areas served by the Western Trust — which covers Derry/Londonderry, Omagh, and the wider west — the campaign is particularly important, as the trust has consistently reported some of the longest waiting times for mental health services in Northern Ireland. The campaign has been welcomed by community pharmacy organisations, who have called for additional resources to support pharmacists in their expanding role as providers of mental health support.
What's Next
The "Living Well" campaign will run throughout August and into September, with the PHA planning to evaluate its impact and to consider whether to extend or expand the programme. The agency is also working on a broader mental health strategy for Northern Ireland, which is expected to be published later in the year. The strategy will set out a framework for improving mental health services across the region, including measures to reduce waiting times, expand community-based support, and improve the integration of physical and mental health care. The Stormont Health Committee is expected to scrutinise the strategy when it is published.
