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NHS Wales

Ready to Talk

Reducing barriers to men aged 40–60 accessing mental-health services.

Health36–4546–5556–65Scanned 2026-07-08AI confidence 64%concept-deck.pdf

AI-generated audience profiles for this scan. Each profile predicts how a segment will interpret the campaign, flags what could go wrong, shows the evidence behind the prediction, and recommends specific changes Your Agency can make.

  • Rhian illustrated portrait

    Rhian

    AI Profile
    28–34 · Cardiff

    Primary school teacher, first-time parent.

    EducationTrust: mediumInstagramBBC NewsLocal WhatsApp groups
    Predicted interpretation

    Rhian reads the hero line as another top-down instruction rather than an invitation, and assumes the ad is aimed at people who are not already doing their bit.

    Risks
    • Disengages if the ask feels vague or preachy.
    Why — evidence informing this prediction
    • Internal audience wave 12: 62% of 28–34 parents describe public-service ads as 'not for me'.
    • Previous campaigns to time-poor parents under-indexed when the hero framed the ask as a duty.
    • Behavioural science: reactance rises when the audience already self-identifies with the desired behaviour.
    Based on
    Your Agency profiles
    Evidence records
    • Successful campaign: 'Check In On Your Mate'
    • Parents & effort perception
    Recommendations
    • Rewrite the hero from a duty statement to a concrete first-person moment (e.g. 'The school-run journey that adds up').
      Why · Concrete, first-person framing raises perceived relevance for time-poor parents.
      Expected outcome · +8–12pt relevance among 28–34 parents.
    • Drop the instructional verb in the CTA; use an invitation ('Try one this week').
      Why · Reactance falls when the audience feels invited, not corrected.
      Expected outcome · Higher click-through on social crops.
  • Owain illustrated portrait

    Owain

    AI Profile
    19–24 · Wrexham

    Apprentice electrician, lives with parents.

    TradesTrust: lowTikTokYouTubeReddit
    Predicted interpretation

    Owain reads institutional branding as a signal to disengage before the message lands, and interprets the campaign as being 'for people who already care'.

    Risks
    • Actively negative reshare on social.
    Why — evidence informing this prediction
    • Youth trust study: institutional voice drops trust 14pt among 18–25 with low prior engagement.
    • Similar apprentice audience in the 2024 sustainability wave described official campaigns as 'cringe' 71% of the time.
    • Behavioural science: identity-threatening frames trigger reactance in low-trust segments.
    Based on
    Your Agency profiles
    Evidence records
    • Successful campaign: 'Check In On Your Mate'
    • Parents & effort perception
    Recommendations
    • Remove overt government branding from the first 3 seconds of video/social cuts.
      Why · This audience demonstrates low institutional trust; branding gates attention.
      Expected outcome · Fewer skips in the first 3s among 18–25 on TikTok.
    • Replace the hero on social with a peer-voiced version featuring an apprentice or trades role.
      Why · Peer messengers outperform institutional voice in low-trust segments.
      Expected outcome · Reduced negative reshare risk; higher save rate.
  • Meleri illustrated portrait

    Meleri

    AI Profile
    45–54 · Gwynedd

    NHS administrator, Welsh first-language speaker.

    Public servicesTrust: highS4CBBC Radio CymruFacebook
    Predicted interpretation

    Meleri interprets English-first bilingual work as translated-after-the-fact and reads that as a signal the campaign was not made with her community in mind.

    Risks
    • Publicly critiques inauthentic bilingual work.
    Why — evidence informing this prediction
    • Bilingual performance benchmark: Welsh-first hero artwork lifts recall 12–18% in Welsh-speaking regions.
    • Gwynedd focus groups named tokenistic bilingualism as the #1 reason to distrust a public campaign.
    • Similar profile in the 2023 rural insight programme shared authentic Welsh-first campaigns at 3x the rate.
    Based on
    Your Agency profiles
    Evidence records
    • Successful campaign: 'Check In On Your Mate'
    • Parents & effort perception
    Recommendations
    • Produce a Welsh-first hero artwork for North and West Wales, not an English translation.
      Why · Welsh-first framing signals authentic intent, not tokenism.
      Expected outcome · +12–18pt recall in Welsh-speaking regions.
    • Credit a Welsh-speaking community messenger in the caption.
      Why · Community messengers outperform institutional voice for this segment.
      Expected outcome · Higher authentic share-rate; reduced public critique risk.