Our Work
How SilverCloud Used Influencer Advocacy to Drive Mental Health Access and GP Referrals
“We needed to reach beyond clinicians and show the public that NHS-backed mental health support was available and accessible. EatMoreFruit helped us cut through stigma, build trust, and connect with new audiences in a way we hadn’t done before. The influencer campaign didn’t just raise awareness — it drove real conversations, real engagement, and ultimately, more people getting the help they need.”
Alison Tyrell, Head of Marketing, Silvercloud by Amwell
94
Pieces of Coverage
6.9
Million Estimated Media Views
1.8
Billion Audience Reach
4500
Instagram Views
SilverCloud by Amwell is a leading digital mental health platform, focused on building awareness among clinicians, commissioners, and the NHS. While widely recognised in professional circles, it lacked visibility with the public—especially those who could benefit directly from its clinically validated mental health programmes. To grow GP referrals and improve patient access, SilverCloud needed to shift public perception and build trust of self-guided digital mental health tools.
The Challenge?
As demand soared, SilverCloud recognised a pressing need to raisepublic awareness of its free-to-access mental health programmes and educate potential users that clinically effective mental health support is available to them via their GP.
MORE Social
To build trust and relatability, we launched an influencer-led campaign during Mental Health Awareness Week 2023, partnering with Dr. Alex George – UK Government’s Youth Mental Health Ambassador and former Love Island star, and Hayley Mulenda – mental health speaker and advocate.
Their combined reach of nearly 2 million followers allowed us to authentically present SilverCloud’s benefits: who it’s for, how to access it, and why digital support can work. Each post was crafted to reduce stigma, empower self-referral, and showcase real people engaging with the platform which resulted in:
- From greater awaHow SilverCloud Used Influencer Advocacy to Drive Mental Health Access and GP Referrals reness to more conversations around credibility and accessibility to greater Amplified awareness of NHS-funded digital mental health support
- Drove GP referrals through new patient awareness
- Sparked conversations around the credibility and accessibility of online therapy