A new report from the Institute of Practitioners in Advertising (IPA) recommends 10 principles for organisations in the industry to support employee mental health and wellbeing.
Game-Changing Ideas for People’s Wellbeing is part of IPA president Josh Krichefski’s People First agenda.
It draws on findings from the 100-plus companies that have gained the People First Promise badge by demonstrating their commitment to staff wellbeing.
According to the report, organisations should offer both mental and physical health support.
For mental health, that includes training mental health first-aiders and using platforms such as Self Space that offer therapy sessions. Physical health support encompasses, among other ideas, free or subsidised gym membership and the promotion of initiatives such as walking meetings. For financial wellbeing, businesses can introduce advice sessions and budgeting tools.
The IPA also recommends companies create inclusive workplace policies that support diverse needs and other areas such as the menopause. Meanwhile, flexible working and leave policies, including enhanced maternity and paternity leave, flexible arrangements and initiatives such as wellbeing days, should be considered.
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The report further recommends parents and carers receive specific support, such as flexible hours.
In addition, businesses should develop employee resource groups to provide support and networking opportunities for a diverse range of people, while training programmes, certifications and workshops will help employees with continuous professional development.
Organisations can undertake regular employee surveys and create feedback mechanisms. More widely, they should promote a positive and inclusive culture by organising social events and highlighting open communication.
“This guide not only celebrates the great work that companies are doing with regard to their people’s mental health and wellbeing, but crucially it provides a useful checklist or starter for 10 for those companies who are not as far down the journey and for whom this could provide new and fresh ideas to help them and their people,” said Krichefski, who is EMEA CEO at GroupM.
“I am so proud of the 109 companies who have acquired their People First Promise badge of honour and also incredibly grateful to those that have shared their initiatives for others to learn from. In doing so, they are enhancing the working lives of everyone in the industry.”
Earlier this week, Nabs, the media and advertising industry’s wellbeing charity, revealed that it received a record 5,200 calls in 2024, with many individuals seeking emotional support. The total number of people using Nabs services has doubled since 2019, reflecting a rise in mental health concerns.
The full IPA report contains detailed case studies from 13 agencies and media owners on their specific policies, from which others are recommended to follow their example.
