HeadFIT

It’s no surprise that physical fitness is a top priority in the Armed Forces. But what about mental fitness? Too often in Sevices’ circles it’s wrongly equated with mental illness – and stigmatised as a result.

Our challenge was to change the behaviour of those trapped in the cycle of “manning up”. After focus groups with over 150 services personnel, we created the HeadFIT brand and brought it to life with a series of powerful testimonial films and lots of simple, accessible mental fitness tools – all delivered via a no-frills, app-like website. HeadFIT was successfully stress-tested by researchers at King’s College London and we’re now working with the MoD and the Armed Forces Covenant Fund Trust to refresh the project so that it competes even more effectively with mainstream fitness and wellness apps.