What you need to know:

• UnLtd CEO Chris Freel is starting to see concerning trends emerge regarding mental health in the industry, fuelled by broken routines, a “not as good” virtual world and the ongoing impact of isolation.
• Research conducted by UnLtd in May showed COVID-19 was at that stage having only a minor impact on mental health, with a minor increase in depression (58% of people said they were feeling depressed compared to 56% in February) and a minor decrease in anxiety levels (46% vs 52%).
• However, Freel says Melbourne’s current lockdown and continued working from home arrangements in other cities have raised new concerns around mental health issues.
• The research in May also identified an increase in drinking, with over 50% of respondents saying their alcohol consumption had increased during the pandemic.
• Additionally, as UnLtd prepares to launch some of its own COVID-safe events, the industry needs to look at “re-engaging” its “highly extroverted” workforce through more face-to-face communication.

Routine, virtual fallout and isolation

Over the past year or so, the social purpose organisation UnLtd has become a key vehicle for conversation around mental health issues in the media, marketing and advertising industry.

While primarily working to connect media owners, agencies and brands with charities that help young people at risk, the group has taken on the role of generating conversations depression and anxiety in the industry.

In February this year more than 1,500 employees across the media, marketing and creative industry participated in the survey, as a follow up to UnLtd’s Mentally Healthy 2018 report.

The report looked to gauge how the industry understood, responded and handled mental health.

The 2018 report found people in the media and marketing sector were 20% more likely to suffer from a mental health issue than general population.

Two years later, depression and anxiety levels remained the same in the Mentally Healthy 2020 study conducted by Everymind, Never Not Creative and UnLtd with 56% of respondents displaying mild to severe symptoms of depression.

Further research was conducted in May this year to measure the impact of COVID-19. It covered 560 people.

It showed COVID-19 was at that stage having only a minor impact on mental health, with a minor increase in depression (58% of people said they were feeling depressed compared to 56% in February) and a minor decrease in anxiety levels (46% vs 52%).

However, UnLtd CEO Chris Freel tells Mi3 the current lockdown in Melbourne and ongoing working from home arrangements in other cities are likely to be adding to depression and anxiety levels across the industry.

The impacts of COVID on mental health are being felt already, as Australia is predicted to see a 25% year-on-year increase in suicide - as experts attribute mounting pressures caused by the virus on work and home life as the reason.

Professor Ian Hickie, co-director of the Brain and Mind Centre at The University of Sydney told News.com.au last month that the death toll could double that of COVID in Australia (should the current rates hold). This could equate to an extra 750 deaths by suicide a year.

According to Freel, three key issues have emerged in recent months: a breakdown of routine, a virtual world with limited physical interaction and isolation.

Bedroom is the office

“There’s very little separation from work and home now. People’s offices are bedrooms, kitchens and couches, so the ability to operate under a usual routine has become completely broken,” Freel says.

“Exercise has also been impacted, we hear a lot anecdotal conversation around this falling off a cliff, with gyms closed or fears of going into classes increasing.”

Freel says it’s those little parts of the day that keep people focused and in a routine are beginning to contribute to higher levels of anxiety and depression.

“Companies offered classes or had gyms which aren’t available now. For some, while working at home has helped [by removing] their commute, there were those who used it as an opportunity to structure their days,” Freel says.

Freel says the absence of a commute for some has also broken daily routine, as many see it as a part of the working process, answering emails on trains or preparing for the day ahead.

UnLtd’s research identified an increase in drinking, with over 50% of respondents saying their alcohol consumption has increased during the lockdowns as a coping mechanism. Freel says this has continued in recent months, as has an increased use of drugs, prescription or recreational.

Virtual world not cutting it

The next trend Freel identifies as a concern is living in a virtual world that “doesn’t quite cut it”.

Referring to Zoom and other digital meeting platforms, he says while there has been positive work done by companies, such as online drinks and events, in the early months on lockdown, a return to face-to-face communication is key returning to normality.

Like many organisations, UnLtd created virtual events to keep the industry connected, such as its online Backyard Trivia, which took place weekly. Now it is planning to bring back some of its physical events in the coming months, including a sailing contest.

“Upfronts, industry awards, symposiums and smaller breakfast events are gone or have converted into a digital environment. That’s okay for the short-term but this isn’t going to work forever,” Freel says.

“I went from 15 face-to-face meetings a week, down to two or three, and for me personally, that’s really been a struggle to adjust too.”

Freel says that while social activity is beginning to pick up in some states, many people are still feeling cut off professionally, with the fear of missing out (FOMO) that has long plagued the industry taking on a new shape.

“Before the pandemic, FOMO was something that drove a lot of anxiety in the industry, with people feeling they needed to be at every event or else miss out on important details, etc,” Freel says.

FOMO flips to FONSA

“Now FOMO has morphed into this fear of not seeing anyone, not being able to have those deeper, more social discussions.

“With upfronts going digital and some trade publications converting their awards to online, we need to figure out solutions to creating events that still provide people with that connection.”

Freel says a lack of routine and no physical connection through work has left people feeling isolated and “cut off”. The sense of isolation, not surprisingly, is most prevalent in Melbourne, leading UnLtd to join forces with mental health organisation Gotcha4Life for a special “industry connection” initiative called #GotchaMelbourne.

The program sees industry people from Sydney commit to weekly check-ins with their Melbourne mates and peers to chat, listen, connect, laugh or share a tear with.

The #GotchaMelbourne initiative started in August and Freel says the results have already been positive, with some people telling him that it’s working “almost too well”.

“I’ve had people call me and tell me they are getting four to five calls a day,” Freel says.

“They’ve had to ask [people] to call after work hours just so they can get through what they need to in the day. This is a real positive note, but it’s also shown how worried the industry has become about this issue.”

According to the research UnLtd conducted in February, the mental health initiatives some companies have introduced are not hitting the mark.

While 23% of respondents said mental health was a high priority in their companies, only 6% felt their organisation was addressing it effectively. Sixty-eight per cent of respondents said their employer was starting to take mental health seriously, but more than 50% said the current initiatives were having little or no effect.

“This is something we are seeing the industry begin to work towards, as leaders are recognising that they need to ‘walk the walk’ now, because while there’s been some great short-term strategies, this is something that isn’t going away,” Freel says.

“Employers and staff need to be aware that there is still more work to be done, whether that’s through more open industry conversation, deeper internal policies or mental health coaching, led by PHD’s Chloe Hooper, the Mentally Healthy Change Group or internal strategies.”

Hooper is PHD’s National New Business and Marketing Director and has been running courses since late last year, educating members of adland on mental health and training.

The Mentally Healthy Change Group, a collection of industry leaders dedicated to improving standards around mental health in the industry also introduced the first-ever minimum standards based legislation, academic research and advice from health professionals late last year.

Freel says that while life is currently much tougher for many, we operate in a very supportive industry.

“We are in this together. Please don’t suffer in silence. If you are struggling then talk to somebody, share your challenges and if you don’t have somebody to speak with then get in touch with us and we can help to direct you.”