IMPLEMENTATION GUIDE FOR PILOT COUNTRIES IN EUROPE (Denmark,
Italy, Poland, Sweden & Ukraine)
Introduction
About the project
The ABC of Mental Health project has been developed to improve mental health and well-being for disadvantaged target groups across Europe. This will be achieved through further development and scale-out of the successful, researchbased “ABC of Mental Health” model. Starting in September 2024, the project will last for 36 months.
Visit the project website to discover more about the partnership and the project: abcmentalhealth.isca.org
About the Implementation Guide
This document is to be read in conjunction with the ABC of Mental Health Concept, published in February 2025. Together, they form the first building block for further roll-out and long-term sustainability. To discover all resources developed through the project visit: abcmentalhealth.isca.org/resources.
݁ Important information
This guide is mainly a support for the implementing pilot partners (in Denmark, Italy, Poland, Sweden and Ukraine) and will also be a basis for the associates and partners during the lifespan of the project.
The guide’s information is relevant and reliable only during the project period (until August 2027).
While it can be used as inspiration after the project, all contact information and the overall license use will have to be revisited. Information will be updated on the project website.
݁ Why this guide?
This guide provides more practical guidelines and strategies to help individuals and communities effectively integrate the ABC principles into their daily lives, further supporting mental health promotion efforts across Europe.
݁ Who should use this guide?
This guide is meant to support all those working or willing to work towards better mental health promotion across Europe. It will primarily serve as a resource document for the ABC of Mental Health pilot partners and associates but is meant to provide a long-lasting service to future adopters as well.
݁ How to use this guide?
In the spirit of the ABC of Mental Health Concept – in which flexibility is key – it provides clarification and suggestions.
This guide is not meant as a recipe to follow or a Lego-style step-by-step instruction manual. Partners are sharing with you all the ingredients or Lego blocks. But you will be the one to build up your own ABC recipe or Lego model based on your context.
It will be your gateway to all resources developed to support the implementation of the ABC of Mental Health in Europe.
Table of Contents
Glossary of key words
Chapter 1:
Key reminders about the ABC
Chapter 2:
The ABC of Mental Health Change Funnel – From Thought to Action
Chapter 3:
Suggested phases for implementation of the ABC
Chapter 4:
Guidance and reflection on setting up a partnership
Chapter 5:
How to conduct an ABC campaign
Chapter 6:
Guidance and method to monitor and evaluate your action or activities?
Chapter 7:
Material and guidance on how to use them
Chapter 8:
Case studies of application in various settings
Conclusion
Appendix
Glossary of keywords
Mental Health
The term “mental health” can seem abstract and unmanageable. The ABC of Mental Health offer a common language and framework for mental health promotion, helping to break down cross-sectoral and disciplinary boundaries and making it easier to collaborate.
The World Health Organisation (WHO, 2001) defines mental health as: “…a state of well-being in which an individual can realize his or her own potential, cope with the normal stresses of life, work productively and make a contribution to the community.”
This definition encompasses two key dimensions: an experiential dimension and a functional dimension.
Mental health involves feeling good about oneself and one’s life and functioning well in daily interactions with others.
Being mentally healthy is as important as being physically healthy, as it enhances quality of life and helps prevent conditions like depression and anxiety. Mental health affects learning and health-and-risk behaviour. Mental disorders represent one of the most significant global health burdens, and numerous studies indicate that mental health is deteriorating worldwide.
Over the past decades, the focus on mental health has been primarily on treatment and prevention, focusing on mental illness, poor well-being and risk factors for common mental disorders such as stress, anxiety and depression. However, mental health is much more than the absence of mental disorders and stress. It also involves a sense of belonging, having a reason to get up in the morning, and contributing to something greater than oneself.
Source: WHO’s report – Promoting mental health
Mental Health Promotion – MHP
Mental Health Promotion (MHP) refers to the process of enhancing the capacity of individuals and communities to improve their mental health and well-being. This involves increasing control over the determinants of mental health, such as selfesteem, coping skills, social connectedness, and overall well-being.
MHP aims to create supportive environments and build individual and community resilience, focusing on the positive aspects of mental health rather than just the absence of mental illness.
MHP focuses on helping people to acquire the knowledge and skills they need to promote and protect their own mental wellbeing, while simultaneously working to create positive changes in our shared social environments that promote our collective mental wellbeing. It emphasizes the importance of social justice, equity, and participation in decisions affecting one’s life and health.
Further reading on MHP: Prevention United
Salutogenic perspective
Embracing the guiding principles of Mental Health Promotion, experts in sociology and psychology have developed a renewed approach to mental health : the salutogenic perspective. It focuses on factors that support human health and wellbeing, rather than those that cause disease.
The salutogenic approach was developed by medical sociologist Aaron Antonovsky in the late 20th century and emphasizes the importance of resources, behaviours, and conditions that promote and sustain health. The core idea is to understand what keeps people healthy and how individuals can enhance their sense of coherence and well-being.
Further reading on the salutogenic approach: ncbi.nlm.nih.gov/books/NBK435854
Wellbeing
Wellbeing is a holistic concept encompassing physical, mental, and emotional health.
It involves a sense of balance and satisfaction in life, including positive relationships, a sense of purpose, and the ability to manage stress. Wellbeing also includes the capacity to enjoy life, feel connected to others, and maintain a positive outlook. It is influenced by various factors such as lifestyle, environment, and personal choices. Overall, wellbeing is about experiencing good mental health and flourishing in all aspects of life.
The World Health Organization (WHO) defines wellbeing as “a positive state experienced by individuals and societies”. It is considered a resource for daily life, influenced by social, economic, and environmental conditions.
Wellbeing literacy
Wellbeing literacy is the ability to understand and effectively communicate about wellbeing. It involves having the vocabulary, knowledge, and skills to discuss and promote wellbeing for oneself and others.
This capability includes using various modes of communication, such as speaking, writing, and listening, in a context-sensitive and intentional manner.
Wellbeing literacy helps individuals and communities better-understand and support mental and physical health, fostering a more holistic approach to overall wellbeing.
ABC framework
The ABC framework is a flexible and collaborative approach for promoting mental health at a population level.
It builds around the five guiding principles of the ABC of Mental Health (for more info about the principles, see Chapter 1). It emphasises creating and developing initiatives through partnerships and active engagement with members, citizens, etc. Unlike standardised, manual-based interventions, the ABC framework allows for adaptability and continuous improvement based on ongoing research and feedback, ensuring that initiatives are tailored to meet the specific needs of different communities and settings.
ABC initiatives
Initiatives carried out by members of the ABC-partnership (sport organisations, municipalities, NGOs, private organisations, etc) are directed towards their
target groups (members, citizens, users, employees). An ABC initiative can either use the ABC framework to develop new mental health-promoting initiatives or adjust existing initiatives using an ABC lens. Initiatives can include campaigns, events, and ongoing training. ABC initiatives can also present the framework and messages directly to the target groups (e.g. through materials, posters etc.).
ABC partnership
The ABC of Mental Health initiative is based on a partnership approach, where researchers, associations, organisations, and municipalities collectively support efforts. This collaborative method ensures that the ABC of Mental Health are developed and adapted to meet local associations, organisations, and municipalities’ needs and desires. Partners work differently within the ABC framework, focusing on various target groups. However, the ABC framework unites the work and provides a foundation for capacity-building, activities, and communication.
Chapter 1: Key reminders about the ABC
This chapter provides a reminder of some key elements of the ABC of Mental Health concept and methodology. As previously mentioned, this Implementation Guide is to be read in conjunction with the ABC of Mental Health Concept. If you have not read it, we strongly advise you to familiarise yourself with it here: abcmentalhealth.isca.org/resources. Indeed the ABC messages and principles are presented in detail in the concept document.
ABC origins
Act Belong Commit is Australia’s longest running mental health promotion campaign.
It was first developed in 2002 when researchers at Curtin University set out to investigate people’s perceptions of mental health and behaviours they believed protected and promoted mental wellbeing. Findings were used to develop the Act Belong Commit campaign message and strategy, namely focused on motivating and inspiring people to take action to improve and maintain their mental wellbeing, and partnering with a wide range of community groups, not-for-profits, governments organisations and businesses, to help share this vital health message and provide opportunities for people to live mentally healthy lives.
Over time, the success of the campaign has led to opportunities to support a range of countries to adopt these principles and develop similar mental health promotion campaigns. Denmark was the first country to translate and adapt the Act Belong Commit principles, back in 2014, and as of May 2025, there are 10 International Partners from 7 Countries who all have a relevant licence agreement with Curtin University. Only entities with a current licence agreement are permitted to access and use the intellectual property as per the terms and conditions outlined in a licence agreement.
Any individual or entity seeking to use any Act Belong Commit licensed information and materials, including brand assets, must seek written permission via contacting the Mentally Healthy WA Team at actbelongcommit@curtin.edu.au. The licence agreement is introduced as an Appendix.
In support of the EU4Health ‘ABC of Mental Health’ project, Curtin University have agreed to waive the annual licence fee ($1,000 AUD), for those project pilot and associates partners engaged in the initial project period, until September 2027.
ABC messages
There are three core messages in the ABC of Mental Health approach. These are research-based, actionable messages for promoting mental health. They can be applied, e.g., when communicating what can be done to promote mental health in individuals and populations. The three ABC messages are:
ABC five guiding principles
The ABC of Mental Health is a principle-based approach using five key principles as guidance for implementing and evaluating the ABC of Mental Health.
The principles have been derived from ongoing work, research, and experience in the Danish ABCs partnership. A principle-based approach means that the ABC initiatives are created and developed collaboratively among the ABC partners and their members, citizens, users etc as opposed to a standardised, manual-based intervention with specific procedures that must be implemented uniformly across all settings.
All 5 ABC guiding principles are equally important. They have been derived from the work and experiences in Denmark and validated as a valuable framework of action in the European context by the ABC of Mental Health project partners. The 5 guiding principles are:
▶ Principle 1. Think universally: mental health is relevant for everyone
▶ Principle 2. Communicate the ABC messages
▶ Principle 3. Apply a salutogenic approach: Focus on mental healthpromoting factors and surroundings as opposed to risk factors for poor mental health
▶ Principle 4. Work across sectors and disciplines: Mental health is something we create together
▶ Principle 5. Adapt initiatives locally: Apply an ABC lens to new and existing initiatives
Guiding questions to help apply the principles
Below is a description of a method developed and tested within the partnership to initiate the reflection around those five principles and spark thoughts about how to apply the ABC principles in each participating country.
The questions are intended to stimulate thoughtful consideration and practical application, ensuring that initiatives are tailored to meet the needs of different communities and settings.
1. THINK UNIVERSALLY:
Who is your target group? How could they benefit from the ABCs?
2. COMMUNICATE THE ABC MESSAGES:
How can the ABC messages be applied or used in your organisation? Both directly and indirectly?
3. APPLY A SALUTOGENIC APPROACH:
What would it look like if you applied a salutogenic approach? How could activities take form?
4. WORK ACROSS SECTORS AND DISCIPLINES:
Who could you collaborate/partner with? How could the partnership help you succeed?
5. ADAPT INITIATIVES LOCALLY:
How could you apply the ABC framework to your local organisation? What would that look like?
Chapter 2: The ABC of Mental Health ‘Change
Funnel’ – From Thought to Action
The ABC of Mental Health work to disseminate three core messages:
Central to the theory of change for the ABC of Mental Health is the assumption that increased awareness and knowledge of the ABC messages is a crucial step towards promoting mental health. Simply knowing the messages and understanding what can be done for one’s own and others’ mental health can improve mental health.
The ABC of Mental Health do not only aim to raise awareness about the ABC messages but also to encourage participation in ABC events and activities.
The change funnel illustrates how individuals can move from thought to action when partners in the ABC of Mental Health 1) spread knowledge of the ABC messages and/or 2) develop and implement ABC activities or other mental healthpromoting activities.
Interaction Between Resources at Individual, Group, and Societal Levels
The environment and the resources it offers play a significant role in mental health, as do an individual’s personal resources. These are referred to as mental health resources. Mental health resources can be both material and immaterial and exist at the individual, group, and societal level. Common to what we call mental health resources is that they constitute protective factors that influence mental health positively.
• At the individual level, these resources can include genetics, cognition, knowledge, optimism, self-efficacy, action competence, a sense of meaningfulness and manageability and social and emotional skills.
• At the group level, they can encompass social networks and support, knowledge, understanding, competencies, social capital (i.e., mutual trust), and a sense of justice, and cooperation.
• At the societal level, resources such as access to education, employment, good housing conditions, healthcare, social justice, a social safety net, green spaces, and culture can be considered as mental health resources.
Mental health resources should thus be seen as a range of factors originating from different levels that positively affect mental health.
Chapter 3: Suggested Phases for Implementation of the ABC
It might not be necessary to implement more initiatives
Instead, in some cases, you can review the existing initiatives in your organisation through the lens of the ABC-glasses. If you don’t know what we refer to with this glass analogy, we invite you to read through the ABC of Mental Health Concept: abcmentalhealth.isca.org/resources
Below you will find a step-by-step guide on how you could approach this. Note that those steps can be run in parallel, and you may also add your own. Later in the document you will find access to resources (suggested template and material) to help you implement those steps.
STEP 1: Get familiar with the ABC concept
▶ Read the document – ABC of Mental Health Concept
▶ Reach out to the coordinator of the ABC of Mental Health project, International Sport and Culture Association (ISCA), info@isca-web.org, if you would like to get involved and stay updated.
IMPORTANT NOTE: as mentioned on page 11, if you are based on another continent, you should contact Curtin University, who is the owner of the ABC brand and original concept. www.actbelongcommit.org.au
Any individual or entity seeking to use any Act Belong Commit licensed information and materials, including brand assets, must seek written permission via contacting the Mentally Healthy WA Team at actbelongcommit@curtin.edu.au. This may entail joining their network of International organisations and paying an administration fee.
Does it cost anything to become involved in this European project?
Joining the ABC of Mental Health project is free for pilot partners and next adopters selected by ISCA. These partners will have a license agreement with Curtin University and can actively engage in the European-level partnership until September 2027. Those wanting to continue using the ABC concept post September 2027 must extend their license agreement with Curtin University via the Mentally Healthy WA Team at actbelongcommit@curtin.edu.au. During the project’s duration, ISCA and Curtin University will work to clarify the next steps for a smooth transition.
What are the requirements to get involved as a Next Adoptors (also referred as associate partner to the project)?
You must understand English (it’s going to be the language of work in the group) and take part in any capacity-building and networking event (we might organise: 1 or 2 per year). You must be willing to take up the role of the secretariat as described in the previous section and be in the capacity to do so. The partnership and project coordinator (ISCA) must validate your application.
STEP 2: Identify Existing Initiatives
▶ List all current activities and programmes within your organisation.
▶ Evaluate their objectives and target groups.
STEP 3: Apply the ABC Framework
▶ Assess how each initiative aligns with the ABC of Mental Health principles.
▶ Determine if the initiatives promote A, B, and C.
STEP 4: Enhance and Adapt
▶ Modify existing initiatives to better-incorporate and enhance the ABC principles.
▶ Introduce elements that encourage people to do something, do something with someone, and do something meaningful.
STEP 5: Engage Stakeholders
▶ Involve staff, volunteers, and participants in the review process.
▶ Gather feedback on how to improve initiatives to better-support mental health.
STEP 6: Promote Awareness
▶ Use communication channels to inform about the enhanced initiatives.
▶ Highlight the benefits of the ABC approach in promoting mental health.
STEP 7: Monitor and Evaluate
▶ Continuously assess the impact of the initiatives.
▶ Adjust strategies based on feedback and outcomes to ensure they effectively promote mental health.
▶ By reviewing and adapting existing initiatives with the ABC framework, it is possible to create a more supportive environment for promoting mental health without necessarily increasing the number of programmes.
STEP 8: Share with the world
▶ Inspire further adoption by sharing what you learn.
▶ Get inspired by the questions you might receive and other practices conducted in different contexts.
Chapter 4: Guidance and Reflection on Setting Up Your Partnership
The structure of an ABC partnership at local and national level
݁ A cross-sectoral and interdisciplinary collaboration at the core of the ABC of Mental Health
The ABC of Mental Health partnership structure emphasises a shared responsibility for promoting mental health at the individual, group and societal levels. This responsibility should involve stakeholders from all areas of life, including daycare centers, schools, workplaces, and cultural and community organisations. This is why the ABC of Mental Health are organized as a crosssectoral and interdisciplinary partnership, where all partners work towards a shared vision of enhancing the population’s mental health.
The ABC partnership operates within a shared framework for mental health promotion based on five guiding principles (see the section on the principles).
Because the partnership spans various sectors (public institutions such as municipalities, regions, and universities, as well as non-public organisations like NGOs, interest groups, and sports clubs), it can support the dissemination of information about the ABC of Mental Health and its messages and promote mental health through collective efforts. The partnership continuously seeks the best models for collaboration, initiatives, and communication to improve mental health and well-being in the population. The efforts are not fixed but are developed and refined through cooperation within the partnership. Ongoing research ensures that the initiatives are continually adapted and expanded (see the section on research and evaluation).
The various partners in the ABC of Mental Health all contribute to promoting mental health and play a crucial role in creating favorable conditions for this.
These partner organisations support the efforts and contribute to increased visibility through workshops and citizen-oriented activities. They also motivate eg associations and educational institutions nationwide. As these organisations have different contact points with the population, they can further promote mental health and well-being for existing members and the broader community.
The broadness of the partnership thus creates fertile ground for building bridges and fostering collaboration between the public sector and civic society. The ABC framework can also strengthen interdisciplinary cooperation in a municipality’s social, health, and cultural areas and create a platform for co-creation between municipal actors, volunteer associations, and active citizens.
݁ The 3 core functions and actors
All partners in the ABC of Mental Health are crucial for fulfilling the shared vision of improving mental health across populations. In our approach, mental health promotion is a shared responsibility among citizens, businesses, public institutions, and civic society. However, when everyone shares responsibility, there is a risk that no one takes responsibility. This can lead to confusion about who does what and challenges in ensuring that societal structures support mental health-promoting practices. Clear roles and responsibilities increase the likelihood that a given task or function is handled appropriately. This is particularly important in partnerships and cross-sector and cross-professional collaborations.
Therefore, some central functions and actors are necessary to support the partnership and its activities.
݁ The lead organisation – the secretariat
From the perspective of the ABC of Mental Health project in Europe, each national or local partnership should have a designated lead organisation. This lead organisation should act as the focal point and national secretariat. These lead organisations are trained on the ABC Approach by the Danish partners.
Responsibilities include:
• Liaising with the ABC of Mental Health project coordinator (e.g., ISCA) during the project period (until September 2027).
• Being the identified entry point and lead voice for ABC in your context.
• Planning, convening and, coordinating network meetings at the local/ national level four times a year.
• Conducting monitoring and evaluation, which contributes to the ongoing adjustment and adaptation of the ABC.
݁ The steering group (optional but highly recommended)
Beyond the core partners of the ABC of Mental Health, a steering group should also exists.
This group consists of members that reflect the different types of partners involved in the ABC, including representatives from sports organisations, the municipal sector, and researchers. They all bring different expertise, knowledge and outreach.
The steering group should meet approximately every two months, or more frequently if necessary, and make all significant decisions affecting the partnership and its progress. Major decisions are made in dialogue with the other partners.
Responsibilities:
• Reviewing applications and approving partners.
• Developing and conducting strategic communication about the project.
• Raising awareness about the ABC and advocating for them to be placed on relevant political and societal agendas.
݁ The coordinator
All ABC partners have at least one designated ABC coordinator to ensure the implementation and integration of the ABC of Mental Health within their respective organisations.
The ABC coordinator’s role is to support the organisation’s work with the ABC of Mental Health. He or she acts as the local facilitator and bridge-builder, responsible for disseminating the ABC internally within the organisation. Additionally, the coordinator is responsible for creating favourable conditions and spreading knowledge locally to citizens, members, etc., about the ABC and mental health promotion through initiatives, events, and activities.
The ABC coordinator also plays a crucial role in sharing knowledge and experiences from their local work with other partners in the ABC partnership – for example, by participating in the four annual network meetings. The role of the ABC coordinator is illustrated in in thе figure below.
A primary goal of the ABC of Mental Health is to support various organisations’ work in mental health promotion through a common framework of understanding and practice (the ABC framework). As previously described, the ABC of Mental Health is not a standardized initiative, and local work within the framework can vary according to each organisation’s specific needs and desires (see also the section on principles). Consequently, the tasks of an ABC coordinator will vary
depending on the type of organisation they are affiliated with. Typical tasks include identifying which activities, initiatives, departments, and groups of individuals the ABC framework could be relevant to. The work then involves raising awareness of the ABC of Mental Health and creating opportunities to bridge the organisation’s activities and initiatives—both internally and externally. By using the ABC framework, synergy is created between the various activities, initiatives, and departments.
How this bridging is done depends on what makes the most sense in each case. This can include presentations by the ABC coordinator, centrally produced informational materials, meetings across departments and sectors, or events where the ABC messages are presented to participating citizens, members, participants, etc.
LESSON LEARNT FROM DENMARK: It takes time to identify the right person!
Setting up your ABC of Mental Health partnership – few key elements to help you reach out to stakeholders
݁ Does it cost anything to become a partner?
As part of the ABC of Mental Health project in Europe, becoming a partner of a national partnership must be free of charge, but active participation is expected. This includes attending networking events, allocating resources for local coordination of the initiative, collaborating both within the partnership and locally, and promoting the ABC of Mental Health within your organisation and externally.
݁ What are the requirements to become a partner?
To become partners, at least one ABC coordinator must be appointed (preferably more) to form a group around the ABC work. This group will ideally be formed across departments or divisions.
The ABC coordinator is responsible for ensuring the local implementation of the ABC of Mental Health in each respective municipality or organisation, and for sharing knowledge and experiences with other partners in the ABC partnership.
The ABC coordinator is also expected to participate in the four annual network
meetings (currently two physical and two online per year). Partners are also welcome to attend the network meetings with more than one coordinator or invite other interested parties from their organisation.
݁ What are the steps to joining a ABC of Mental Health local partnership?
The ABC of Mental Health operate at the national/local level based on a common declaration of intent. This declaration defines roles and clarifies expectations for the parties involved.
To become a partner, the organisation needs to:
1. Read the declaration.
2. Sign the related Memorandum of Understanding (demonstrating agreement with the Declaration).
3. Submit a “Declaration of Intent” to the ABC national/local secretariat (pilot organisations in Denmark, Italy, Poland, Sweden, Ukraine and later Associate Partners) containing a justification as to why it wishes to become a partner. This declaration should include the contact details of the assigned coordinator.
4. Wait for formal approval by the steering group.
As a rule, new partners must be formally approved by the related local/national steering group. This group, which meets approximately four times a year, will assess the application at its next meeting.
There might be cases where an organisation wishing to become a partner could be exempt from this requirement – for example, if it belongs to a broader umbrella organisation already involved in the partnership and has signed a specific coordination agreement. For example, in Denmark, municipalities are exempt from the requirement for justification and simply need to send an expression of interest form to the ABC of Mental Health project group and the Center for Prevention in Practice.
A proposed MoU template is provided to the project pilot and associate partners.
݁ What is to gain from being a partner?
The ABC of Mental Health strives to be a partnership of benefit, not just in name. The aim is to make a difference in the population’s mental health so that more people know what they can do to strengthen their own and others’ mental health, feel well, and function in their daily lives. Therefore, great emphasis is placed on collaboration and sharing knowledge and experiences across the partnership. This can inspire and motivate local work and ultimately promote mental health among citizens, members, etc. This is done through the four annual network meetings held within the partnership.
In addition, the library developed through the project is a resource everyone can use. A shared folder might also be created at the national secretariat to share good practices and resources in the national language.
Attention points for a successful implementation of the ABCs in an organisation
Be patient and prepared to repeat and explain. Many times.
Create an organisational structure around the e ort –time and resources must be allocated to sta who can support the implementation.
Align ABC of mental health with the organisation's objectives and agendas, and explore how the ABC messages can be used as leverage.
Translate the messages and adapt them into your own language, so they become practical and relevant both internally and in relation to external collaborations.
Key Considerations for a Successful Implementation of ABC of Mental Health
Prioritise visits, presentations and workshops across the organisation.
Appoint a sta member as a ‘super-user’, whose role includes peer-to-peer training, development of materials and guidelines, supervision and sparring with colleagues in the organisation.
Anchoring ABC of mental health is achieved by making it part of the organisational culture – but it is also necessary to have a resource person and commitment to embed it into the culture.
Chapter 5: How to Conduct an ABC Campaign
Purpose of an ABC Campaign
The communication platform of the ABC of Mental Health serves several purposes:
1. To develop campaign and communication materials around the ABC of Mental Health for publication on partners’ various communication channels.
2. To create materials for capacity building and development among the partners (e.g., “The Day Journey Packages”).
3. To adapt materials for various partners and to guide communication and campaigns.
Philosophy of an ABC Campaign
An essential premise for the ABC of Mental Health communication policy is to reach out to a broader audience, build trust, and operate within the constraints of a limited budget.
This is driven by an approach where we prefer to “do something!” and have people discover the benefits of the ABC through specific actions rather than through external media. For this reason, the focus is on reaching the target audience through various stakeholders within the partnership via their interactions with citizens/end-users and their communication channels.
Thus, the key to the communication policy is to develop materials that diverse partners and their respective stakeholders can utilise.
A strong and clear recommendation is to:
1. Sharpen the focus on the key message: “The path to better mental health lies in doing something active and meaningful together”.
2. And repeat it consistently.
Tips and tricks for communicating the ABC of Mental Health
1. Repeat, repeat and repeat again
Based on Danish experience, simplicity and repetition are key to success. The messages in the ABC of Mental Health are straightforward, but for people to honestly remember them and change their behaviour, they need repeated, clear and precise exposure.
Your campaign should target different audiences but share the same goal: to make the A, B, and C of mental health clear and memorable. By repeating and reinforcing these simple messages, we aim to embed them in everyday life and inspire lasting positive change.
Extra tips: Evaluate, evaluate, evaluate over time! To assess the impact of communicating the ABC in Denmark, people’s knowledge about the messages will be compared to the results of a previous YouGov survey using a new study conducted in 2025.
2. ABC coordinators
When initiating both ABC activities and communication within an organisation, it is essential to have strong coordinators.
These individuals have the motivation, understanding, and drive to bring the project to life. They will assess the materials, adapt them, and create awareness around the project and its messages in their local context.
Takeaways from the Danish example
݁ The unmatched power of coordinators
In the 2024 campaign, one coordinator succeeded in getting the campaign displayed on city buses in Aalborg Municipality. Another coordinator used the materials for World Mental Health Day on October 10th, distributing them to all the organisation’s employees. This demonstrates how vital the coordinators are in bringing the ABC to life locally.
݁ Finding balance between what seem to be divergent goals: reaching to a broad audience and capturing attention
One of the ABC of Mental Health’s strengths—but potentially also a communicative challenge—is that the initiative is universal, meaning it is not aimed at a narrow, well-defined target group. For this reason, given the diverse stakeholders within the partnership, finding a balance between creating broad-appeal materials while capturing attention and engaging the audience is a significant task.
In earlier stages, the communication and campaign efforts conducted in Denmark were more experimental in nature. For several years, the partnership collaborated with students from DMJX (Danish Communication and journalism School) to develop creative campaign concepts. Each year had a new sub-theme. While this approach resulted in strong and innovative communication products that stood out, the core messages often became too obscured and strayed too far from the initiative’s essence: Do something, Do something with someone and Do something meaningful.
In recent years, during which the Danish state has funded the initiative, there has been a strong focus on emphasizing the core message: The path to better mental health lies in doing something active, together, and meaningful. A clear recommendation is to sharpen the focus on this key message and repeat it consistently.
From a design and messaging perspective, the partnership has recently simplified and distilled messages to their essence, making them more straightforward. The downside is a reduced likelihood of creating content that spreads organically (“goes viral”), as was achieved in the initiative’s earlier years.
On the upside, the messages are more transparent and easier for partners to use, as they now resemble more traditional health communication compared to earlier campaigns. This makes them easier for municipalities to use.
݁ Communication tools to support coordinator’s activities and ABC initiatives
A significant part of the communication work supports the capacitybuilding of employees within the partner organisations in their interactions with citizens and colleagues. A range of communication packages has been developed for various target groups, designed to be used by the partners’ staff in interactions with citizens. Packages for children, young adults, adults, and seniors have been developed.
Materials have been created to encourage reflection on personal practices related to being active, connecting with others, and engaging in meaningful activities. These include both physical and digital resources.
Building on Denmark’s experience and the expertise of the ABC of Mental Health Europe project partners, special materials have been developed in English and are introduced in the next chapter.
݁ Flexibility is key
Using communication materials that a partner’s communication department does not create comes with specific challenges. Many communication departments prefer to use in-house-developed materials that align with their messaging, tone of voice, and visual identity.
Therefore, an important takeaway is the value of maintaining close dialogue with partners to understand their expectations and needs, ensuring that the materials developed are relevant and usable within the partners’ channels. This dialogue and alignment occur during network meetings and through direct conversations with the partners.
Once the materials are developed, the Danish Mental Health Foundation also assists with customizing and editing the materials to ensure that messages, logos, texts, etc., fit the context of the partner organisation.
Chapter 6: Guidance and Methods to Monitor and Evaluate your Action
Why Monitor and Evaluate Your Implementation?
Monitoring and evaluation are essential for assessing initiatives’ success within the ABC of Mental Health. They provide valuable insights that can:
1. Demonstrate impact: Generate evidence of your programme’s effectiveness in improving mental health and wellbeing literacy and outcomes
2. Improve implementation: Identify challenges early and make timely adjustments
3. Ensure sustainability: Build a case for continued funding and support from stakeholders
4. Contribute to knowledge: Add to the growing evidence base for mental health promotion approaches in Europe
As an implementer, systematic Monitoring and Evaluation (M&E) initiatives can help transform your work from an isolated initiative into a strategic, evidence-based intervention that can secure resources and support for mental health promotion in your community.
Planning Your Monitoring and Evaluation Approach
݁ Step 1: Determine Your Evaluation Questions
Before collecting data, define what you want to learn from your implementation:
• Reach: How many people participated in your ABC activities? Did you reach your target audience?
• Implementation fidelity: Were the ABC components delivered as intended?
• Effectiveness: What changes in knowledge, attitudes, and behaviors did participants experience?
• Contextual factors: What facilitated or hindered implementation in your specific context?
݁ Step 2: Select Appropriate Indicators
Based on your evaluation questions, choose indicators that will help you measure progress:
Evaluation Domain
Example Indicators
Reach Number of participants, demographic characteristics.
Implementation Number of activities delivered, visibility of the ABC message, adherence to core components.
Effectiveness
Sustainability
Changes in mental health/well-being literacy and help-seeking behaviour, increased adherence to a more saluthogenic focus.
Secured funding, integration into existing structures, adaptation of the mental health system, and increased cooperation between various sectors.
݁ Step 3: Utilize the ABC Evaluation Templates
We’ve developed standardized monitoring and evaluation templates for all European ABC implementers that include:
• Periodic check-in surveys with your partnership
• National/local workshop evaluation surveys
• Monitoring and evaluation survey templates for your ABC activities: Preand post-implementation surveys for participants
This template balances comprehensiveness with practicality, allowing you to collect crucial data without overwhelming your resources. They are available in the next chapter.
Collecting Data Effectively
݁ Using the Template Survey
The template survey is designed to capture key outcomes while minimizing the burden on respondents:
1. Administration timing: Conduct baseline surveys before implementation and follow-up surveys 3-6 months after completion
2. Distribution methods:
• Online surveys for digital literacy contexts
• Paper-based options for contexts with limited internet access
• Consider incentives to improve response rates
3. Ethical considerations:
• Obtain informed consent
• Protect participant confidentiality
• When necessary and if possible, direct participants to relevant mental health resources
݁ Supplementing Survey Data
While the template survey provides standardized data, consider supplementing it with:
• Qualitative interviews with participants and stakeholders
• Process documentation of implementation challenges and solutions
• Case studies highlighting individual experiences
Analyzing and Using Your Data Strategically
݁ Analysis Approach
1. Quantitative analysis:
• Compare pre- and post-implementation survey results
• Analyze differences across demographic groups
• Look for patterns in participation and outcomes
2. Qualitative analysis:
• Identify common themes from open-ended responses
• Extract implementation lessons and contextual factors
݁ A Strategic Use of Findings
Your evaluation data has multiple strategic applications:
1. Continuous improvement:
• Use real-time monitoring data to make immediate adjustments
• Conduct periodic reviews to refine your implementation approach
2. Stakeholder engagement:
• Create tailored reports for different audiences (funders, partners, communities)
• Highlight successes while acknowledging challenges transparently
3. Sustainability planning:
• Use evidence of effectiveness to advocate for continued or expanded funding
• Identify which components are most impactful for your context
4. Knowledge sharing:
• Contribute your findings to the European ABC of Mental Health Community of Practice
• Consider academic publications or presentations at relevant conferences
Practical Tips for ResourceConstrained Settings
• Start small: Begin with core indicators and expand as capacity allows
• Leverage technology: Use free survey tools and data visualization platforms
• Form partnerships: Collaborate with local universities for evaluation support
• Build capacity: Train team members in basic evaluation skills
Conclusion: From Data to Action
Effective monitoring and evaluation can transform data into actionable insights.
By systematically collecting, analyzing, and using evaluation data, you will improve your implementation and contribute to the broader European effort to promote mental health/well-being literacy through the ABC approach.
Remember to use the template survey, access technical assistance, and share your learning to strengthen the evidence base for mental health promotion across Europe.
Chapter 7: Material and Usage Guidance
The ABC of Mental Health toolbox for Europe will be continuously developed throughout the project and consist of a Library of Materials in English. Note: For open-format versions of these materials that enable translation, please get in touch with the project coordinator, at the International Sport and Culture Association (info@isca-web.org) stating your motivation and how you will use them.
The various tools offered belong to four categories, which are introduced below.
For each category, we are offering 2 to 3 tools/templates together with instructions on how you might use them and where to find them.
ABC Partnership-Building
This section inspires and provides supporting material to help you build the ABC partnership in your local context.
݁ Partnership mapping
How and when should it be used? The identified partners and stakeholders will play a crucial role in the success of ABC Initiatives in your country. They will bring diverse expertise, resources, and networks that enhance the ABC’s impact on our target group. Each stakeholder will contribute in a unique way—whether through sectoral knowledge, policy and network influence, direct engagement in ABC initiatives with beneficiaries or being an ambassador to spread the ABC concept to a broader audience. Use the template and the guiding questions provided to help structure your reflections on your target audience and key stakeholders. This will support a more strategic and thoughtful partnership mapping and development approach.
With whom (recommended target group)? We advise that you conduct the mapping exercise within your own organisation and potentially revise it together with the Steering Group once created.
Where to find it? abcmentalhealth.isca.org/files/1_mapping.pdf
݁ Draft agenda for partnership meetings
How and when should it be used? ABC partnership meetings in the national/local context are meant to occur regularly (3 to 4 times a year). These meetings serve to share the stories and work from the different partners, detailing how each of them works with ABC in different arenas target groups. The meetings also allow the group behind the partnership to share any news andand updates.
With whom (recommended target group)? All organisations that are officially part of the national/local partnership. This means involved stakeholders that have signed the MoU/Declaration of intent and have been validated by the Steering Committees.
Where to find it? abcmentalhealth.isca.org/files/4_draft.pdf
Final tips: It’s important that you use the national/local workshop evaluation survey to measure the impact of meetings (see page 46)
ABC Activities Material
This section inspires activities, initiatives, and events that promote mental health by focusing on the ABC of Mental Health.
݁ ABC cards game
How and when should it be used? As the facilitator, you’re the game master! Choose the perfect game based on your session’s vibe and goals. The following cards are packed with excellent suggestions to get you started. Feel free to mix, match, and adapt them to create the ultimate experience! In Denmark, the original conversation cards have been used to initiate conversations around mental health and mental health promotion.
With whom (recommended target group)? While they were created in Denmark for initiating adult discussions, the cards have been adapted through the ABC of Mental Health in Europe to fit a wider audience. With the help of the facilitator, they can be used with and by children.
Where to find it? abcmentalhealth.isca.org/files/5_cards.pdf
݁ Nip-Nap
How and when should it be used? The “Nip Nap” is a series of quick questions that can be used in many situations. They can be very helpful before starting a presentation to give the participants an idea of what mental health is. They can be useful in teaching situations, lectures, brain breaks, or one-on-one. They can help facilitate discussions on a topic that might be difficult for some. You can also use the questions to guide the conversation in a specific context, such as mental health promotion in workplaces, schools, or sports clubs. The questions in the “Nip Nap” can be tailored to a specific target group (children, young people, adults, seniors, vulnerable groups, etc.) or to focus on particular aspects in your teaching/ presentation.
With whom (recommended target group)? For everyone. You can facilitate the questions inside the Nip Nap, so they cater to the target group. For young children they can be pictures of small games they can play together.
Where to find it?
Generic ABC Nip Nap in English: abcmentalhealth.isca.org/files/22_nipnap.pdf
Empty version of ABC nip-nap: abcmentalhealth.isca.org/files/6_nipnapEmpty.pdf
݁ “Walk Yourself Happy”
What is it? The Danish Hiking Association uses ABC messages on its weekly trips to Copenhagen. By incorporating small games, exercises, stories, and questions during their tours around Copenhagen, the social relationships among the participants are enhanced, making the tours more than just a physical activity.
How and when should it be used? In this context, the work is done in pairs, with one ‘Welcome Host’ and one ‘Tour Guide’. The pair is different for every session so everyone can participate in one of the roles.
With whom (recommended target group)? This method can work for any target group and in any setting. Be mindful of the needs of the target group and adapt the number of side ABC activities and the length of the walk.
Extra implementation tips:
• One suggestion that worked well for the the elderly in Denmark – take a friend with you
• You can use the nip-nap to engage people in meaningful discussions, and use the natural elements to include some physical exercise.
• Regularly break the natural hierarchy and ask people to ‘switch buddies’.
݁ ABC Warm Welcome
What is it? A “Warm Welcome” is a process that aims to provide provide a positive first experience for newcomers. As a process it requires attention before, during and after each activity.
How and when should it be used? This is particularly important for a club or an organisation with recurrent activities.
With whom (recommended target group)? Applicable to all members but especially important to newcomers/participants.
Extra implementation tips:
• Before your activity: Update your social media platforms with ‘need to know’ information and nominate a host that is in charge of ‘onboarding’.
• During your activity: Get to know each others’ names. Delegate a workout buddy. State the ‘unwritten rules’ and routines of the team and club.
• After your activity: End the practice as a group and make sure to get feedback from new participants.
Need some inspiration for ice breakers and warm welcome on site activity? Check the video library of short activities by DGI:
• Hi-ha-hu
• Skub et æsel
• Chip og Chap
• BANG
• Hop ind – hop ud
• Navneleg med avis
݁ “Good Relationships Bingo”
What is it? Good Relationships Bingo is a creative and engaging tool designed to promote mental well-being and strengthen connections with others. It encourages participants to complete activities and encourages kindness, communication and support. It’s a great way to do something meaningful with someone.
How to use it? Ask your friend(s) questions or suggest activities.
• Cross out the ones that you have already done
• If you have finished one row, make a picture and share it with a friend
• If you finish the whole bingo game, you can proudly call yourself a ‘mental health friend’.
With whom (recommended target group)? Can work for any target group and in any setting.
Where to find it? abcmentalhealth.isca.org/files/10_relationships.pdf
݁ “Adventure Diary ”
What is it? The ‘Adventure Diary’ is a tool used by teachers and students to document and monitor the journey of trying new experiences. This is done through entries featuring sketches, reflections, and progress records. It highlights students’ learning curve—from initial challenges to eventual successes—while fostering teamwork and resilience.
How to use it?
• Start out by writing some entries detailing when your students had the courage to try something new. Add their drawings or other records of their process that show their learning curve (initial difficulties and eventual successes);
• Add details about how fun or exciting it was for them to try something new;
• Next time, if you want to introduce something new to your students and feel like you’re coming up short because they aren’t enthusiastic, open up your adventure diary and remember how much fun you had previously;
• Now let the students make the diary entries themselves, which can be structured as a group assignment.
With whom (recommended target group)? Works best with different age groups in school settings.
݁ “Ladder of Courage”
What is it? The ‘Ladder of Courage’ is a structured approach to goal-setting where students identify a new skill they’d like to learn or a fear they’d like to conquer. They write their ultimate goal on the top step of the ladder and then outline smaller, manageable steps on the lower rungs that will help them reach it. This activity encourages gradual progress, much like learning to ride a bike with training wheels, building confidence and resilience along the way.
How to use it?
• Write down one new skill that a student would like to learn, or a fear that they would like to overcome;
• Write it down on the highest step of the ladder;
• Now write down small steps that help you achieve the desired goal. Think of it like learning to ride a bicycle with training wheels.
With whom (recommended target group)? Works best with different age groups in school settings.
݁ “Five Senses Exercise”
What is it? The Five Senses Exercise is a grounding activity that brings you to the moment and tests your five senses. You can do this meaningful activity by yourself or with others.
How to use it? Participants observe their surroundings and identify:
1. Five things they can see;
2. Four things they can hear;
3. Three things they can feel;
4. Two things they can smell;
5. One thing they can taste.
With whom (recommended target group)? Can work for any target group and in any setting.
Where to find it? abcmentalhealth.isca.org/files/11_activities.pdf
݁ UaActive_EcoRun ABC Mental health – Plogging on Earth Day
What is it? This nationwide ABC-based campaign invites individuals, schools, families and communities to engage in plogging – jogging while picking up litter –as a way to promote mental wellbeing, community belonging, and meaningful environmental action. Plogging serves as a real-life metaphor for “clearing your mind while cleaning your environment.” It combines movement, connection, and meaning – making it a great ABC initiative.
How and when should it be used? It combines:
• Doing something active – jogging or walking
• Doing something with someone – inviting friends, classmates or neighbours
• Doing something meaningful – cleaning up one’s environment on eg Earth Day
Participants are encouraged to run or walk in a park, forest or local street while collecting trash in a safe and mindful way.
They are invited to share photos or videos on social media with relevant hashtags.
With whom (recommended target group)? Individuals, schools, families and communities
Tips: You can choose any day that makes sense in your own context. The activity offers a mindful and practical way to reconnect with nature, reduce “mental noise,” and engage people in reflection about their role in the community and the environment.
ABC Communication Materials
݁ The ABC of Mental Health Project logo and brand guide
How and when should it be used? The logo and brand guide should be used whenever the ABC of Mental Health project is promoted—this includes printed materials, online content, presentations, campaigns, and internal/external communications. It ensures a unified and recognisable visual identity across all channels and materials.
With whom (recommended target group)? It is intended for project partners, coordinators, and communication teams, as well as associated stakeholders that use or adapt ABC materials. It helps maintain clarity, consistency, and professionalism when reaching both expert and public audiences.
Where to find it?
abcmentalhealth.isca.org/files/12_guide.zip
݁ The ABC of Mental Health Project One-Pager
How and when should it be used? The ‘one-pager’ serves as a quick and accessible introduction to the ABC project. It is ideal for use in meetings, presentations, email attachments, stakeholder outreach, and events—especially when you need to explain the project at a glance.
With whom (recommended target group)? This resource is for external stakeholders, such as potential partners, funders, policy makers, and community organisations, as well as internal team members who need a compact reference to the project’s purpose and scope.
Where to find it?
abcmentalhealth.isca.org/files/13_ABCintro.pdf
݁ The ABC of Mental Health Alphabet Poster
How and when to use it? The ABC of Mental Health alphabet poster is a communication tool used to illustrate the key messages of doing something active, together and meaningful. By playing with the ABC and continuing into the entire alphabet, it visualises the diversity of activities, can be done together and what feels meaningful to each individual.
With whom (recommended target group)? The poster can be used for a broad target group as its examples are diverse and apply to many different people. It is very inclusive so that it can be understood by as many people as possible, whatever their age. It was carefully designed to work well in various settings, including formal ones.
Where to find it? abcmentalhealth.isca.org/files/14_poster.jpg
݁ Poster – What is A, B and C to you?
How and when to use it? This is a reflection exercise that opens up the core messages of ABC. It is a great exercise for starting a conversation as it lets each individual reflect on their own ways of doing something active, together, and meaningful.
With whom (recommended target group)? Everyone can use the poster, which can be adapted for children by letting them draw their A,B, and C.
Where to find it?
abcmentalhealth.isca.org/files/15_posterabc.pdf
݁ Video “The Day journey”
How and when to use it? The ‘Day Journey’ film focuses on micro-actions in everyday settings. By displaying two different day scenarios—one with positive micro actions and one without—it clearly shows how small actions can affect the day of both the viewer and the people around them, and how societal structures can impact our mental health.
With whom (recommended target group)? In Denmark, the partnership created films for adults, seniors, young people, and children.
Where to find it?
• LINK TO “Day Journey” for pupils in schools, video with EN subtitles: youtube.com/watch?v=HzBW1IZIk90
• LINK TO “Day Journey” for students in further education, video with EN subtitles: video.ku.dk/video/79557244/dagsrejsen-for-studerende
• Link to Facilitator Guide: abcmentalhealth.isca.org/files/20_faciliator_guide.pdf
• Link to Exercice Sheet for students: abcmentalhealth.isca.org/files/21_exercise.pdf
݁ Video “The River of Mental Health”
What is it? This introductory video on the ABC of Mental Health begins by establishing the critical need for mental health promotion in today’s society before explaining the evidence-based framework designed to address mental health challenges.
How and when to use it? The video should be used during initial partnership meetings, community outreach events, and staff training sessions to both build awareness of mental health issues and provide a concise overview of the three core principles that encourage wellbeing through staying active, building connections, and finding purpose. It serves as an excellent conversation starter for organizations looking to implement mental health promotion initiatives, helping stakeholders understand both the “why” behind mental health promotion and the practical “how” through the ABC approach. It can be particularly effective when shown at the beginning of workshops or presentations, followed by discussion about how these principles might be applied within specific community contexts or demographic groups.
With whom (recommended target group)? You can use this video as an introduction to the ABC approach with all types of stakeholders.
Extra tips: For maximum impact, pair the video with supporting materials like handouts (ABC posters for example) that reinforce the key messages and provide practical next steps for implementation.
Where to find it?
• LINK TO “ABC of Mental Health – river metaphor” video with EN subtitles: video.ku.dk/video/105514246/abcs-of-mental-health-uk
ABC Monitoring and Evaluation
݁ Periodic check-in survey with your partnership
How and when should it be used? We have designed a periodic check-in survey for your ABC national partners and stakeholders. This template is fully adaptable to meet your specific needs. While initially intended for a six-month check-in, you are welcome to modify it and incorporate it into a later stage of your evaluation plan if needed.
With whom (recommended target group)? The recommended target group for this survey is your national and local partners and stakeholders involved in ABC regional and/or national activities.
Where to find it? You can access the template in the ABC library. abcmentalhealth.isca.org/files/17_survey.pdf
݁ National/local workshop evaluation survey
How and when should it be used? We have designed another survey for partnership and national/local workshops,to be used after your ABC Workshops. Please consider it a template, and feel free to adapt it to your specific needs and translate it into your language.
With whom (recommended target group)? The recommended target group is participants who are your potential ABC national partners and associates.
Where to find it? You can access the template in the ABC library. abcmentalhealth.isca.org/files/18_evaluation.pdf
݁ Monitoring and evaluation survey template for your ABC activity
How and when should it be used? We’ve designed a pre-survey for ABC activity participants to measure how frequently respondents engage in the following:
A. Doing something active,
B. Doing something with others,
C. Doing something meaningful at an individual level.
Conducting a pre-survey will help you understand your target group and evaluate their initial engagement with ABC activities and messages before they become fully aware of them
With whom (recommended target group)? We recommend conducting this survey before launching ABC activities with selected participants in your local or national context. If necessary, feel free to translate this survey into your language and adapt it to your cultural context.
Where to find it? You can access the template in the ABC library. abcmentalhealth.isca.org/files/19_monitoring.pdf
Note that an After-survey will also be created and should be conducted at the end of your pilot activities. It will be made available on the ABC library as well (expected summer 2025).
Chapter 8: Case studies of application in various settings
Example of how the five Guiding Principles are applied at the Danish Gymnastics and Sports Associations (DGI)
1. Think Universally:
DGI’s work with the ABCs is primarily done at the group level. We collaborate with various partners and operate in many different arenas, but our key focus is on Danish sport associations and development within sports clubs. Our work aims to create the best possible framework for people to experience a mental health-promoting culture. This means that individuals feel welcome, part of the community, and in a place where they want to engage and contribute.
To ensure this community culture, ABC tools are implemented at all levels—from the board and coaches to athletes, as well as in interactions with new members and parents. Everyone has a role in fostering a welcoming atmosphere and contributing to a positive community culture
2. Communicate the ABC Messages:
We use the ABC messages in every setting when working with target groups. The ABC messages are adapted to the specific groups’ functions, activities, and target audiences, making them more concrete, meaningful, and easier to implement.
In sports communities, we apply the ABC messages at a group level by exploring how the ABCs can be experienced in sports clubs.
A. Whether the activities are adapted to the target group.
B. How to foster a sense of belonging and ensure everyone feels included.
C. How to encourage more people to contribute to the community and feel it is a meaningful place to be.
In addition to working directly with individual associations, we promote awareness by incorporating the ABCs into events through films, brochures, flyers, and educational materials.
3. Apply a Salutogenic Approach:
We promote positive communities and focus on what brings us joy and helps us thrive socially. For instance, we explore what makes us smile and laugh together, what makes an active community meaningful for individuals and the group, and how each person can contribute and enjoy being part of the association.
We also focus on improving the ability to handle mistakes and setbacks when things don’t go well in sports. This involves identifying moments of success and
4. Work Across Sectors and Disciplines:
DGI also collaborates with municipalities, institutions, schools, youth education programs, social housing organizations, and NGOs in our work with ABC. This allows us to engage with a diverse range of target and age groups while spreading awareness and implementing a mental health-promoting approach.
5. Adapt Initiatives Locally:
Regardless of the setting, DGI tailors the ABC messages to the specific practice and target audience. The focus is on creating a shared language and understanding and identifying micro-actions contributing to a mentally healthy environment.
In association life, we emphasize “The Good Welcome” and “Enhancing and Strengthening Community.”
THE GOOD WELCOME involves three steps: Before, During, and After the first visit to the club.
• Before: Ensuring the club’s website is clear, activities are easy to locate, and there is an option to contact the club before the first meeting.
• During: Implementing Welcome Hosts and Welcome Buddies in the club to ensure newcomers are well-received and quickly integrated into the community.
• After: Following up with new members and asking about their experience during their first visit or training session.
ENHANCING AND STRENGTHENING COMMUNITY CULTURE involves encouraging clubs to implement five key actions on their teams:
• Assign a Welcome Host.
• Start and end together as a group.
• Pre-divide participants into smaller groups.
• Include fun warm-ups.
• Practice faiiling and laughing together through fun activities.
Example of How the Five Guiding Principles are Applied at the University of Copenhagen
‘Together at Social Sciences’ is the adaptation of the ABC of Mental Health to a University context, aimed at promoting mental well-being among students at the Faculty of Social Sciences at the University of Copenhagen. The faculty comprises approximately 6,600 students and 600 staff members, offering seven bachelor’s degrees and ten master’s degrees, including programs in economics, anthropology, sociology, psychology, and political science. The initiative spans all departments but is managed by the Department of Psychology.
The initiative has two primary objectives:
1. To raise awareness among students about enhancing their own and others’ mental well-being.
2. To foster communities and a positive study environment by focusing on the structures and conditions for studying at the campus.
݁ Application of the Five Principles
1. Think Universally
The initiative adopts a ‘whole university’ approach, incorporating students, staff, and the university’s structure. It operates on structural, community, and individual levels, each encompassing different initiatives and targeting various participants. This approach involves all students, staff, leaders, and stakeholders in creating and implementing the initiatives, with a primary focus on students.
2. Communicate the ABC Messages
The ABC messages were integrated into all initiatives. Sometimes, these messages serve as guidelines for developing activities, such as dialogue cards, ensuring that the questions reflect the principles of A, B, and C, even if users do not explicitly notice. In other instances, the ABC messages are applied more explicitly, as seen in the “Photovoice: Students’ Perspectives on Mental Health Promoting Resources” exhibition, where students photographed campus resources that positively impact their lives. In this exhibition, the ABC messages were communicated explicitly to the viewers of the exhibition and the students who developed it.
3. Apply a Salutogenic Approach
The salutogenic approach, which focuses on factors that support health and wellbeing, is a common thread in all activities. For example, students are encouraged to identify resources that enhance their mental well-being rather than focusing on what is lacking. This approach is also evident in the dialogue cards, which ask “what makes you happy?” instead of “what makes you upset?”
4. Work Across Sectors and Disciplines
Collaboration is key in the initiative. For example, colleagues from various fields contribute to the creation of an elective ECTS-credited course and an online course, with experts invited to share their knowledge, while a communications team ensures that the research is accessible to the target groups in the initiative. Students are involved in all aspects of the initiative, contributing their expertise from their own daily lives. An example of this collaboration is the “Day Journey” movie, created with students, which illustrates micro actions and microstructures that impact the study environment.
5. Adapt Initiatives Locally
The ABC framework has been tailored to fit the university setting by collaborating with students and incorporating their perspectives. This local adaptation ensures that the principles are applied to suit the specific context, enhancing the relevance and effectiveness of the initiatives in Together at Social Sciences – the ABCs of mental health at the university.
By applying these five principles, ‘Together at Social Sciences’ aims to create a supportive and inclusive environment that promotes mental well-being for all members of the university community, specifically focusing on students.
Example of how the five guiding principles are applied in the work with ABC at the municipality level
Advice for implementation in a municipality setting
• Clarify your municipality's motivation and starting point.
• Identify roles and responsibilities in the work.
• Create cross-sectoral organisation and set up a coordination group.
• Review your municipality's relevant policies and other guiding documents. What is the status of mental health, well-being, and communities?
• Be curious and gain an overview of current initiatives, highlight and showcase good examples.
• Make plans (strategy, action plan with clear goals and initiatives, as well as a good communication plan) – adjust as needed – and involve managers and employees.
• Spread awareness about the ABCs of mental health.
Before (Preparation)
Expand partnerships with stakeholders in the local community.
Hold annual meetings to inspire local ambassadors, mentors, and well-being hosts.
Use the broad partnerships for inspiration and collaboration, e.g. by participating in networks with partnerships. Ongoing (Anchoring)
During (Implementation)
• Involve key people early in the process (managers, employees, students, parents, users, and others).
• Ensure continuous political and managerial focus (managerial briefings, press).
• Make e orts visible and document them.
• O er workshops on the ABCs of mental health to employees and local partners (adapted for bridge-builders, mentors, well-being hosts, etc.).
• Build bridges to local collaboration partners, local communities, and housing associations.
• Involve citizens through citizen and resident groups, e.g. via conversation salons.
• Launch campaign initiatives – use campaign materials available at abcmentalhealth.isca.org/resources
CONCLUSION
WHAT TO KEEP IN MIND
The ABC of Mental Health approach emphasises the importance of being active, belonging to a community, and committing to meaningful activities as key components of mental well-being.
The approach is flexible, and so is its implementation. However, we invite you to consider the following 8 steps to successfully implement the ABC approach. These steps might run in parallel.
▶ STEP 1: Get familiar with the ABC Concept
▶ STEP 2: Identify Existing Initiatives
▶ STEP 3: Apply the ABC Framework
▶ STEP 4: Enhance and Adapt
▶ STEP 5: Engage Stakeholders
▶ STEP 6: Promote Awareness
▶ STEP 7: Monitor and Evaluate
▶ STEP 8: Share with the world
WHAT’s NEXT
The ABC of Mental Health project is currently working on the development of action plans and partnership mapping for each pilot country. More information will be published from June 2025 onwards on the project website. Stay tuned!
Appendix
