CAN WEARABLE TECHNOLOGY BE USED TO IMPROVE THE MENTAL

WELLBEING OF UK MILLENNIALS?

SIANA WATSON

N0646521

FASH30109

WORD COUNT:4396
1.0 introduction
1.1 The rise of millennial mental health
9

12
1.2 Wellbeing trend manifestation 13
1.3 Wearable device demand 14

2.0
brand collaboration 17

2.1 Brand attributes 21

2.2 Market environment 23
2.3 Consumer behaviour 26

3.0
integrated marketing campaign 29

3.1 Cause related marketing 33

3.2 #millennialmentalhealthmatters 34

4.0
product proposal 37

4.1 The adoption process 40

4.2 Device innovation 43
5.0 conclusion 47

list of illustrations +
6.0 references
51

7.0
bibliography 59

8.0
appendix 73

a.Consumer survey findings 75

b.PWP interview transcript 83
c.Focus group transcript 86
glossary
augmented reality (AR)
Technology which superimposes a computer-generated image to display a realistic perspective for the user’s present view
using graphic simulations, sound effects and touch

brand collaboration
A strategic marketing partnership of two brands working together in which the success of one brand is able to bring success
to the other, such as increasing awareness, create opportunities to enter different markets and boost consumer engagement

diffusion
A concept that seeks to explain how, why and at what rate new ideas and technology spread through cultures and adopted
by consumers

macro-environment
External factors that impact on the brand collaboration which is out of their direct control

magic mirror
Uses augmented reality to enable users to interact with virtual products

marketing campaign
A course of action organised set out to sell a product or service

mental health condition

A condition that refer to disorders which impact mood, thinking and behaviour, which can cause frequent stress and affect
the ability to function

micro-environment
Internal factors that impact on the brand collaboration which affect the ability to operate within a specific market

millennials
The generation or demographic born between 1981 and 1996

mindfulness
To focus on one’s awareness through a calming therapeutic method to obtain acceptance of feelings and thoughts of the
present moment

psychological wellbeing practitioner

Works with patients on a one-to-one basis to help identify areas to improve wellbeing and provide assisted self-help solutions for
those with common mental health conditions, principally anxiety disorders and depression with the intent to support recovery

self-help
Designed to assist individuals to use their own efforts to achieve goals independently

socioeconomic
How the relationship between social and economic factors influence how a particular group or class of people act as consumers

wellbeing
The state of functioning to achieve complete social, mental and physical harmony
1.0 introduction

9
I n the UK alone, mental health conditions currently
affect 1 in 6 people (The Mental Health Foundation,
2018). The percentage of the population with mental
illness steadily increased from 7% in 1993 to nearly 10%
in 2014, showing there has been notable growth (Duck-
ett, 2017). Further research has shown that the UK has
the second highest rate of mental health problems across
the globe amongst millennials aged 22-37 (Pells, 2017). In
addition, the adoption of wearable devices in the UK has
steadily increased from 2% in 2014 to 9% in 2017, high-
lighting that UK consumers are beginning to purchase and
place more value on wearable devices with embedded
smart digital technology, estimated to drive the market
to reach sales of 34 million units by 2022 (EuroMonitor,
2017). Many of these devices are now expanding their use
which are solely focused on physical fitness, to now im-
Fig 1. A fund for the future, 2012
plementing features to help users who have mental health
conditions (Moss, 2017). Furthermore, the manifestation The collaboration aims to target millennial consumers glob-
of the wellbeing trend has also contributed to this strive ally using an online social media campaign, but also pre-
for change, with consumers demanding products which dominantly target UK consumers using an interactive expe-
aid self-help features to achieve a greater and healthier riential event. The attributes of Fitbit and Headspace will
mental lifestyle (Weinswig, 2017). This report will examine be examined, including the UK and US market environment
how the correlative factors found through primary and sec- to demonstrate a market opportunity to launch an effec-
ondary research, can be utilised to propose an integrated tive brand collaboration. Millennial consumer behaviour
marketing campaign for a brand collaboration between will also be explored to highlight the attributes this demo-
the wearable technology brand Fitbit and the self-help graphic exhibit and explore how this can be strategically
application Headspace. The aim of this report is to inves- applied to the campaign, ensuring the most feasible pro-
tigate how the campaign can promote the device, to com- cess can be used to obtain consumer engagement. In addi-
bine existing features with new self-help features provided tion, the process of consumer adoption will be reviewed to
by Headspace and help pinpoint potential improvements. provide an overall rationale to justify purchasing decisions.
 1.1 the rise of millennial
mental health
The millennial generation has been
identified as the target group for the
collaboration, since they display the
highest rates of mental illness and
tend to exhibit the highest levels of
depression and thoughts of suicide
than any other generation in the UK
(Perry, 2017). A study conducted by
the Psychological Bulletin in 2017,
shows that perfectionism is one of
the key causes that contributes to
the increase in mental health con-
ditions and said to be rising with-
in each generation (Curran and Hill,
2017). The study analysed data from
40,000 millennials, which found that
general levels of perfectionism from
those born between 1989 to 2016,
had risen significantly to 59% com-
pared to their generational predeces-
Fig 2. Chromatic Reflections, 2017 sors. Therefore, it can be suggested
that millennials are more likely to
put momentous amounts of pressure
on themselves to be more perfect
than any other generation and this
in effect can be detrimental to their
12 mental wellbeing (Truong, 2018).
THE ARRIVAL OF THE WELLBEING
TREND HAS CONTRIBUTED TO THE
EXPANSIVE CONSUMER DEMAND
FOR RETAILERS TO PLACE MORE
VALUE ON PRODUCTS ENABLING
THEM TO IMPROVE THEIR HEALTH
AND WELLBEING “WHERE ONE’S
MENTAL, PHYSICAL AND EMOTIONAL
HEALTH ARE IN SYNC.” (WEINSWIG,
2017). INEVITABLY, THERE HAS BEEN
HEIGHTENED INTEREST FOR SELF-
HELP PRODUCTS SAID TO BE “AT-
TRIBUTED TO CONSUMERS SEEKING
TO TAKE BETTER CARE OF THEM-
SELVES IN A SEEMINGLY, INCREAS-
INGLY DEMANDING AND STRESSFUL
WORLD” WHICH IN RETROSPECT,
HAS EVOLVED INTO A WELL ROOTED
AND LONGSTANDING TREND (YEE,
2018). IN ADDITION, CONSUMERS
EXPECT BRANDS TO EMBED INNO-
VATIVE ‘HEALTH-BOOSTING’ TECH-
NOLOGIES, TO ENABLE A FITTER
OVERALL LIFESTYLE (TRENDWATCH-
ING, 2016). THAT BEING SAID, THE
WELLBEING TREND TODAY IS RE-
GARDED AS A LIFESTYLE TREND,
RATHER THAN A SHORT- TERM
FAD, CONSEQUENTLY ENCOURAG-
ING BRANDS TO ADOPT THE IDEA
OF SELF-HELP INTO THEIR PROD-
UCTS, AS IT WOULD BENEFIT THEM
BY FURTHER DRIVING CONSUMER
DEMAND AND MEETING GROWING
EXPECTATIONS (WEINSWIG, 2017).
1.2 wellbeing trend
manifestation
An online survey conducted asked
63 millennial respondent’s questions
regarding their own personal expe-
rience of living with mental health
conditions such as depression, anxi-
ety and eating disorders. The survey
analysed which self-help apps are
most commonly used by respondents
and which apps they found beneficial
for improving their mental wellbeing.
Self-help apps were generally regard-
ed as a positive tool, with 57% agree-
ing they found them useful. The high-
est rated self-help was Headspace,
with 37% of those respondents claim-
ing the app was particularly benefi-
cial for helping improve their mental
health condition, with one respond-
ent expressing “The app forced you to
take time out and consider your men-
tal health.” More specifically, mood
tracking was generally regarded ben-
eficial to the millennial respondents.
Breathing exercises were regarded as
a positive feature to help those with
depression and anxiety disorders,
Fig 3. No Idle Hands, 2014
whilst meditation positively impact-
ed the mental wellbeing of those
with sleep issues (see Appendix C).
13

Fig 4. Motherboard 1, 2012
It is estimated that by 2018, the wearable tech-
nology sector will be worth between £4 billion
to £9 billion, with 17% of the wearables market
devoted to health and fitness (Lalonde, 2018).
Yet, the technological industry has struggled to
implement satisfactory features to effectively
track human behaviour to create useful meas-
urable outcomes for mental wellbeing (Utley,
2016). However, wearable devices have begun
to adapt existing features to aid self-help, such
as self-tracking to monitor sleep patterns and
stress levels, which are being positively per-
ceived as an effective solution for consumers
to enhance their lives (Moss, 2017). Millenni-
als are now leading the wearables movement
due to them being more likely to experiment
and interact with innovative technologies.
14
1.3 wearable device demand
Besides, when it comes to wearable device owner-
ship, twice as many millennials have a smartwatch
compared to other generations (Lalonde, 2018). The
wearable market is looking closely at the behaviour
of millennials regarding how they use current smart
devices and how the industry can carefully imple-
ment successful features to help increase demand.
“Wearables are a revolution of the mobile trend that
has in recent years seeped into practically all socio-
economic sectors” (BBVA, 2015). Likewise, a study
by PWC found that although health and fitness ap-
plications take centre stage, consumers; primarily
millennials, demand wearable devices which add an
element of fun. As 79% said they would be more in-
clined to try a wearable technology product, imple-
menting features also allowing them to access im-
mersive social media and entertainment (PWC, 2014).
A FACE TO FACE INTERVIEW
CONDUCTED WITH A PSY-
CHOLOGICAL WELLBEING
PRACTITIONER (PWP) PRO-
VIDED A PROFESSIONAL IN-
SIGHT REGARDING THE USE
OF WEARABLE DEVICES TO
IMPROVE MENTAL WELLBE-
ING. THE PWP EXPRESSED
THAT THE CURRENT USE OF
SELF-HELP PLATFORMS IS
BENEFICIAL TO PATIENTS
AND EFFECTIVE IN AID-
ING RECOVERY, WHILST A
WEARABLE DEVICE WITH
A SELF-TRACKING SYSTEM
WOULD BE AN INVALUA-
BLE MOTIVATIONAL TOOL
FOR INDIVIDUALS WITH DE-
PRESSION OR ANXIETY DIS-
ORDERS (SEE APPENDIX A).

Fig 5. Wired, 2014

“ The first step to feeling better is recognising

your own emotions, so if you were to keep track
of it, that would be a really helpful feature.
(INTERVIEWEE PWP, 2018)

15
2.0 brand collaboration

17
 “ Consumers continue to purchase and use
health and fitness trackers, fuelled by
advanced features, engaging software and
social experiences to motivate and help

U
lead to positive health outcomes.
S based brand Fitbit aim is to empower users
(FITBIT, 2018)
to live a healthier and more active lifestyle, through a
choice of smart wearable devices that can fit seamless-
ly to achieve set fitness goals and discovered that with
the significant advance in sensor and wireless tech-
nology, they were able to implement innovative solu-
tions to change the way people move. The company
remain the leading global wearables brand and have
sold 15.3 million devices in 2017 (Reuters, 2017) which
has jumped from 10.9 million sold in 2014 (Kim, 2015).
Headspace is a self-help application founded in the UK,
which uses the notion of guided mindfulness, formed
around the concept of Buddhist training and medita-
tion. The global brand available in 190 countries, is
aiming to improve the happiness and health of its us-
ers. The app has been downloaded over 11 million
times and has over 400 thousand subscribers, expect-
ed to grow by 250 thousand in 2018 (Chaykowski, 2017).

“ Mindfulness has proven effective in

supporting both healthy populations
suffering routine stress, and clinical
populations experiencing disorders or
pathology including anxiety, depression,
insomnia, cancer and chronic pain.
(HEADSPACE, 2018)

Fig 6. Enhanced Urban, 2017

Fig 7. Motherboard 2, 2012

“ It would be good having wearable technology

embedded with my health wellbeing apps.
(PARTICIPANT B, 2018)

A CONDUCTED FOCUS
GROUP HAS BEEN USED TO
EXAMINE THE OPINIONS OF
FOUR MILLENNIAL PARTIC-
IPANTS, REGARDING THE
USE OF WEARABLE DEVIC-
ES, SELF-HELP APPS AND
HOW THIS CAN BE COM-
BINED TO POTENTIALLY
HELP IMPROVE WITH THEIR
OWN MENTAL HEALTH (SEE
APPENDIX C). THE PAR-
TICIPANTS COLLECTIVE-
LY AGREED THAT THEY
FELT A BRAND COLLABO-
RATION BETWEEN FITBIT
AND HEADSPACE WOULD
BE BENEFICIAL AS HEAD-
SPACE IS A FREE APP, MAK-
ING IT MORE ACCESSIBLE.

20
 2.1 brand attributes

Fig 8. Fitbit Brand Prism

The brand identity model (Fig 8 and Fig 9) identifies shared characteristics be-
tween the chosen brands, showing potential for a collaboration. From analysing
the prisms, it is evident that both brands have corresponding approach regard-
ing culture as they focus on a goal-oriented mindset. The relationship attribute
shows that both brands enable users to also set goals, track progress and the
ability to find enjoyment for their physical fitness and wellbeing. In addition,
the brand’s show similar reflection and self-image attributes, as consumers ex-
hibit a shared motivated and driven attitude through the practice of self-care.

21
 Fig 9. Headspace Brand Prism

22
2.2 market environment
The PEST model (Fig 11) has been used
to highlight macro environmental factors
which can collectively impact the collab-
oration through market penetration. The
markets have been analysed as Headspace
are UK based and Fitbit are US based. The
model shows a correlation between the UK
and US market environment in regard to is-
sues which affect the demographic’s men-
tal wellbeing. There are profound issues re-
garding the lack of mental health funding,
which contribute to feelings of anguish and
may lead to discouragement to seek help.
The current environmental climate, along-
side social concerns due to economic uncer-
tainty and employment opportunities, has
been found to place profound pressure on
millennials, generating anxiety and feelings
of hopelessness. Nevertheless, the advance
in digital technology used predominantly
by millennials has enabled more effective
and convenient access to mental health
support. Consequently, social media has
Fig 10. Shopping Trolley Continuum, 2012

been utilised by brands to raise awareness

of concerns and in turn, found to positively
impact engagement, providing feelings of
purpose and inclusion with other millen-
nials that share a corresponding outlook.

23

UK
Mental health trusts face less funding due to the
political
initiation of government cuts in 2018, the low-
est it has been since 2012 and contradicting the
pledge which stated to “maintain a healthy flow
of investment into the mental health services”
(Bulman, 2018). This is likely to have the most im-
pact on the millennials who have the second high-
est rate of mental illness in the world (Pells, 2017).
Climate change is the top concern for the millen-
nial generation for the third year in a row accord-
ing to 2017 World Economic survey, which 48.8%
environmental
expressed concern for (Jackson and Loudenback,
2018). The awareness of global warming and the det-
rimental effect this causes for millennials, suggests
this generation may suppress feelings of hopeless-
ness and feel burdened with pressure (Loria, 2017).
Brands which incorporate sustainability, are more
likely to attract millennial consumers, according to
The Shelton group, which found 90% of millennials
will buy products from brands who adopt this ap-
proach. Whilst 64% still support brands that occu-
py sustainable practices and stand strongly behind
their commitment for going green (Hargrove, 2018).
The World Economic survey in 2017, found millenni-
als are worried about their safety due to large scale
conflicts and the growing threats of terrorism. They
also have concerns about income and financial se-
curity, with many worrying about unemployment.
social
This in turn, raises concerns for millennials, which
14% expressed concerns of how this may affect their
long-term mental wellbeing (Jackson and Louden-
back, 2018). Therefore, millennials expect brands
to support major world issues and possess a strong
desire to positively implement change. “Millennials
have surpassed simply wanting help in supporting
causes and are starting to demand that others, es-
pecially companies, do their part” (Barakat, 2014).
Fig 11. PEST Analysis
US
Mental health trusts face less funding due to the
initiation of government cuts in 2018, the low-
est it has been since 2012 and contradicting the
pledge which stated to “maintain a healthy flow
of investment into the mental health services”
(Bulman, 2018). This is likely to have the most im-
pact on the millennials who have the second high-
est rate of mental illness in the world (Pells, 2017).
Unlike stereotypes may suggest, millennials do in
fact care about their impact on the environment
(Diekmann, 2018). However, this generation have
been said to have it harder than their predecessors
when it comes to ensuring they live a sustainable
lifestyle, due to the impending fear of irreversible
climate change (Garcia-Navarro, 2018). Millenni-
als claim to share an interest in sustainability, yet
when it comes to their consumer shopping hab-
its, the findings are contradictory. However, 95%
of millennials claim that the fashion industry is not
providing them with sufficient sustainable choic-
es to carry out change (Hahn-Peterson, 2018).
The Harstad Strategic Research survey found that mil-
lennials were greatly concerned by economic factors
such as creating jobs and making college affordable
and social issues, which include the health care system
and protecting consumer rights (Tierney, 2014). The
millennial generation are said to seek meaning, are
actively looking for authenticity and take interest in
important causes. A study conducted by the Stanford
Graduate School of Business, found 70% of millenni-
als are willing to pay more for a product that makes
an impact on causes they care about (Sabrina, 2018).
 The use of technological devices such as
smartphones, tablets and computers are
being widely used to enable millennials
to help increase access to mental health
technology
support. Furthermore, the lack of tech-
nological advances in the healthcare sys-
tem currently, could prevent millennials
receiving the treatment they require and
affect long-term wellbeing (Aetna, 2017).
65% of millennial consumers are begin-
ning to see social media as a platform
which will hold the most accountability
and power for amplifying social issues
they deeply care about (Kirkpatrick, 2017).
Mental health, has been formally difficult
to understand and track due to the vary-
ing range of contributing factors involved..
However, the advance in digital technology
has been shown to be able to begin to help
individuals to understand with innovative
techniques using the smartphone to help
reach more people on devices used widely
by the millennial generation (Utley, 2016).
Millennials concerned by social issues are
likely to engage with brands who promote
causes on social media (Bishop, 2014).
Which in turn, can provide feelings of in-
clusion and purpose (Ramasubbu, 2015).

A SWOT analysis examining

the micro-environmental
factors for Fitbit and Head-
space has been used to il-
lustrate how the collabo-
ration can capitalize upon
the internal strengths of
both brands, whilst ac-
knowledging any weak-
nesses to ensure these can
be resolved and help high-
light any potential threats
which could jeopardise
subsequent opportunities.
The diagram (Fig 12) shows
the brands have mutual
strengths, opportunities
and threats which will be
used to inform the collab-
oration proposal. Due to
providing different prod-
ucts, the weaknesses have
contrasting factors, which Fig 12. SWOT Analysis
shall be considered, as this
could negatively impact
consumer engagement. 25
2.3 consumer behaviour

The 4P’s marketing mix table (Fig 14) highlights

how the product attributes can be used to en-
courage millennials to purchase a Fitbit embed-
ded with self-help features provided by Head-
space. The millennial consumer places greater
emphasis on product quality over price and fa-
vours unique devices, suggesting the new Fitbit
device can be regarded as an essential purchase,
as it offers mental health integrated features,
exclusive to competitors on the market. The
price attributes help the millennial consumer
justify the cost of the wearable device, which
the new Fitbit can provide as it renowned as a
luxury product and perceived as better quality,
yet still considered affordable by millennials.
The place attributes highlight how the needs of
millennial consumers can be exploited, through
the demand for instant gratification, achieved
using the convenient online marketplace to en-
courage product purchase. Whereas, the need
for immediate access to product/service re-
views are provided by both brands social me-
dia platforms through marketing incentives and
influential user generated content. The promo-
tional attributes show how millennials are ex-
posed most frequently to product advertising,
finding experiential marketing techniques are
favoured by the demographic and help increase
the likelihood of purchasing the Fitbit. The
people attribute demonstrates how the brand
collaboration can collectively use their exist-
ing knowledge of mental health and wellbeing
Fig 13. Human Barcode, 2014
by promoting the cause and engage millenni-
als using an integrated marketing campaign to
raise awareness of mental health and promote
the device simultaneously through incentives,
whilst also providing a personalised experience.
26
 product
Quality and uniqueness are the most important factors in draw-
ing millennial consumers to luxury products (Deloitte, 2017)
Millennials place product quality above price and conveni-
ence (Fromm, 2016)
Consumers are beginning to purchase and place more value
on wearable devices which embed smart digital technology
(EuroMonitor, 2017)
Wrist worn devices are most popular amongst young people
and there is not a significant difference between ownership
levels amongst genders (Moss, 2017)
Millennial consumers expect brands to offer products which
can be personalised (Davies, 2016)
place
Millennial demand for instant gratification is shaping the fu-
ture of retail (Spary, 2015)
Expect instant access to information, products and servic-
es, with 85% of millennials expected to engage with brands
using online self services exclusively by 2022 (Arnold, 2018)
Millennials are more likely to browse and read reviews on-
line before going into store (Deloitte, 2017)
62% of smartwatch owners purchased the device online,
with 72% researching online before going in store (Farmer,
2015)
This generation are equally as likely to purchase goods on-
line as they are in store, and prefer both non-traditional and
traditional marketing approaches (Olenski, 2013)
Fig 14. 4P’s Marketing Mix Table
price
Higher value is given to luxury products as they are per-
ceived as better quality (Deloitte, 2017)
Twice as many millennials purchase wearable devices
compared to non-millennials (Martin, 2016)
Fitbit has proven popular in recent years, as the device is
considered an affordable price (Moss, 2017)
Millennial consumers are more likely to to buy customisa-
ble goods compared to any other generation (Davies, 2016)
promotion
Social media is considered significantly influential for mil-
lennials for making purchasing decisions and makes them
more likely to buy products based on posts seen on these
platforms (Schawbel, 2015)
Millennials are more inclined to buy products from user
generated content which as shown to be greatly influential
marketing tool (Pemberton, 2017)
Brand loyalty is transforming the way millennials shop, as
personalised experiences are proven to gain the most loy-
alty amongst this cohort, with most preferring to shop on-
line and positively responding to loyalty incentives (Full-
erton, 2017)
Millennials are known to respond positively towards ex-
periential marketing techniques, with 72% agreeing they
would rather choose an experience over a material item
(Kercher, 2017)
27
 To analyse how millennial consumers are motivated to fulfil their needs for making
purchasing decisions, Maslow’s Hierarchy of Needs (Fig 15) has been utilised, demon-
strating how the demographic may follow a specific order to advance to the next lev-
el, but may also fulfil needs simultaneously dependant on current level. At the lowest
level of the hierarchy are products purchased by consumers, which are essential for
basic survival needs. At the security level, are products which consumers buy to pro-
vide safety and protection, whilst the belonging level provides millennial consumers
with products which ensure acceptance and help them to feel part of a community.
The esteem level includes products which are purchased as a status symbol and pro-
vide millennial consumers with feelings of achievement, whilst at the top level, self-ac-
tualisation helps millennial consumers recognise their own potential and growth.

Fig 15. Maslow’s Hierarchy of Needs

28
3.0 integrated marketing
campaign

29
Fig 16. Entangled, 2013
32
Fig 17. Let’s talk bigger issues, 2015
3.1 cause related marketing

A previous cause related marketing collaboration be

tween male grooming products brand Lynx and the self-help app
Calm was proposed in 2015, with the intention to tackle the stig-
ma surrounding young male mental health and the significant
high rates of suicide amongst the demographic. The campaign
was launched online using the hashtag #isitokforguys, to help
reinforce that young males should not have to feel ashamed of
struggling with their mental health, feel obliged to hide their
feelings, speak up about issues they are facing and most impor-
tantly seek help (Calm, 2017). The campaign proved successful
as it was able to reach more people and could be exposed to a
mixture of demographics, especially the 99% of 16-24 year olds
and 84% of 25-34 year olds who spend once a week or more
on social media platforms (Elder, 2016). A Google search driven
strategy was utilised as this further increases the chances of the
target demographic of seeing and potentially engaging with the
campaign. The collaboration was able to use this information
to analyse trends such as user growth and track young male’s
engagement through the consumption of content, such as ad-
vertisements and links to help run a more effective campaign.
In addition, the online campaign helped the Lynx and Calm gen-
erate awareness quicker and gain support from sporting per-
sonalities and a number of other well-established celebrities.

33

An integrated marketing campaign will be utilised
through the brand collaboration and comprise of an
interactive event, using online promotion to mar-
ket the embedded device to prospective millennial
consumers, as they have been found to favour both
non-traditional and traditional marketing techniques
(Olenski, 2013) which can significantly influence pur-
chasing decisions (Schawbel, 2015). The event aims
to undertake social responsibility by raising aware-
ness of mental health issues, hence meeting millen-
nial consumer demands (MacGillivray, 2017). It will
also provide a space for attendees to practice self-
care, whilst obtaining professional contacts to en-
courage them to seek help if they deemed necessary.
34
Fig 18. Found, 2016
3.2 #millennialmentalhealthmatters
Moreover, it has been found that investment
in mental health courses implemented with-
in company practice, helps progress towards
a wider awareness amongst employees, which
will provide them with the tools for mar-
keting to millennial consumers with mental
health conditions (Deloitte, 2017). Individu-
als will also have the opportunity to engage
in a unique and immersive experience, which
millennials are known to respond positive-
ly towards (Kercher, 2017) to ultimately en-
courage them to purchase the Fitbit device.
The online campaign will be used to advertise the
event on the social media platforms Instagram, Twitter
and Facebook, to help target millennials globally in-
cluding the US, but primarily UK millennial consumers
as they have the second highest mental health prob-
lems in the world (Pells, 2017). Users will be asked to
share the post on their own social media to generate
awareness of the brand collaboration, campaign event
and product, as user generated content has shown
to be a profoundly effective marketing tool amongst
the millennial generation (Pemberton, 2017). In re-
turn, consumers will be entered into a prize draw to
win event tickets and a self-care pack with a limited
number of packs including the new Fitbit device, with
the intention of generating brand loyalty through the
implementation of brand incentives (Fullerton, 2017).
o share the post, users will need to follow both the
brands, Fitbit and Headspace on the corresponding
platform. They must then share the post, by tagging
both brands and include the hashtag #MillennialMen-
talHealthMatters to be considered for entry. The event
tickets will be available for UK based millennial users
only, however to cater for millennials globally includ-
ing the US, these individuals will still have the oppor-
tunity to win a self-care pack and the limited packs in-
cluding the Fitbit device via social media entry. The
self-care pack includes a £25 voucher code for the new
Fitbit, a canvas bag featuring the hashtag # Millennial-
MentalHealthMatters, a 30-day free trial subscription
for the advanced version of Headspace, a mood track-
ing journal and positive affirmation quote postcards,
stickers and badges. Enclosed will also include a per-
sonalised QR coded ticket lanyard, that can be scanned
for event entry and used on the interactive stations at
the event, as the use of technology for marketing pur-
poses can help millennials form connections (Nielsen,
2014) whilst forming strong consumer-brand relation-
ships as “digital technology is transforming loyalty and
engagement with consumers and enhancing it. This al-
lows brands to differentiate themselves from others.”
(Xuan, 2018). The QR code can be used to collect ‘vir-
tual hearts’ which can be won by interacting with the
stations and exchanged for merchandise or towards
the new Fitbit device online, in-stores and at the event.
The event will take place at the NHS Health and Care
Innovation Expo in Manchester, UK on the 5th and 6th
of September 2018, as it is one of the most renowned
mental health events in the country, which has moved
towards implementing digital solutions to create pa-
tient focused services (Rahman, 2017). Individuals at-
tending the invite will have the opportunity to listen
to delegates and speakers regarding mental health is-
sues and take part in relevant workshops and sessions.
The campaign #MillennialMentalHealthMatters will
be run by ambassadors for the Fitbit and Headspace
brand collaboration who will carry out live product
demonstrations, as it enables the millennial consum-
ers to temporarily experience the product, ask ques-
tions and is an effective promotional tool to encourage
device purchase (Greenwald, 2014). Ambassadors will
also assist attendees using the interactive stations,
which consumers can use freely in no particular order
throughout the event using their QR coded lanyard,
since “QR codes offer new possibilities to connect
with millennials.” (Rastogi, 2017) and are still a pop-
ular and familiar method used, by the demographic
(Rizwan, 2017). The stations will allow consumers to
try on the Fitbit and trial the new app features, which
users can virtually personalise using the augmented
reality station. This will be designed in the form of a
magic mirror, as consumers expect technology which
integrates augmented reality, as it offers a range of
options with minimal hassle (Tayler, 2017).Users can
place their wrist over the mirror to be scanned, which
will then be saved as a virtual image to the mirror’s
computer program. This can be personalised instant-
ly including the options to change the device colour,
add pattern and add own text/name, as millennials are
beginning to expect brands to offer products with the
option to be personalised and are more likely to pur-
chase goods with customisable traits (Davies, 2016)..
35

Fig 19. Corbin Mahieu, 2014
A photo booth station will also be implemented into
the event, allowing users to interact with virtual filters
on screen. The filters will include the same positive
affirmation quotes used on the self-care merchandise
featuring the hashtag #MillennialMentalHealthMatters
which users can print instantly by sharing the pho-
tograph to their own personal social media. Compe-
titions will also run on varying stations and involve
different activities which individuals can participate
in, as the use of competitions as part of marketing
strategies, are a great tool for a building a consum-
er base, increase consumer engagement and empow-
er consumers to spread awareness (Pickering, 2011).
The competitions will comprise of a ‘spin challenge’
using an exercise bike to see who can generate the
most virtual hearts shown on a large interactive screen
to earn more tokens. Alternatively, the treasure hunt
style game will group individuals, to collectively find
clues to spell out #MillennialMentalHealthMatters.
This will enter them into another prize draw, to win
vouchers ranging from £25 to £1000 to spend in store
or online towards the new Fitbit device. This incen-
tive has been set up as millennials have been found
to be more receptive, to changing their purchasing
thoughts from a possibility into a clear-cut decision
with the use of interactive marketing (Ehlers, 2017).
In addition to the interactive stations, private pods
will be installed where users can take time out using
guided meditations, to help practice self-care and re-
inforce the importance of looking after their wellbe-
ing. Inside the pods, will also include physical flyers
to take away and a contact form which can be filled
out in private to encourage consumers to seek support
if needed for their mental health, as millennials are
twice as likely to not seek support, therefore it can po-
tentially help initiate conversation and help them take
the first step towards feeling better (Godfrey, 2017)..

36
4.0 product proposal

37
4.1 the adoption process

Fig 20. AIDAR Model

The AIDAR model (Fig 20) has been used to analyse the marketing campaign specifically, demon-
strating how the millennial consumer processes subconscious and conscious thought to engage
with the event and potentially go onto adopt the product. The model identifies stages which lead
consumers through a process by applying the attributes awareness, interest, desire and action.
40
THE BRAND COLLABORATION IS ABLE TO DEMONSTRATE MARKET OPPORTUNITY TO ACHIEVE GROWTH,
THROUGH THE USE OF THE ANSOFF MATRIX TOOL (FIG 19). THE PRODUCT DEVELOPMENT FRAME-
WORK SHOWS HOW THE INNOVATIVE DEVICE CAN BE DEVELOPED FOR THE EXISTING WEARABLES AND
SELF-HELP APPLICATION MARKET, TO ALLOW THE BRAND COLLABORATION TO OBTAIN GROWTH BY
CAPITALIZING ON THE BRAND NAMES AND PROVIDING THE POTENTIAL TO OBTAIN NEW CONSUMERS,
ALONGSIDE CURRENT CONSUMERS TO ENABLE A STRONGER BRAND-CONSUMER RELATIONSHIP.

Fig 21. Ansoff Matrix

41
 The attributes of innovation model (Fig 22) has been used to demonstrate and further explore the necessary at-
tributes millennials need to exhibit for adoption. The model portrays adoption using a sequence which the mil-
lennial consumer will follow using conscious thought and interaction to make an adoption decision in relation
to the product purchase. The relative advantage attribute examines how the product must have advantage over
other products on the market and offer the consumer superior benefits. Compatibility refers to how the product
will fit into the consumer’s lifestyle, whilst complexity analyses the device complexity to ensure it is easy for
consumers to understand. The trialability attribute looks at how the device can be tried out, as the product is
more likely to be purchased by consumers. Observability examines how a product shown being used to ensure
a quicker diffusion process.

attribute innovation

The Fitbit device embedded with self-help features provided by the

relative advantage Headspace app is the first smartwatch which combine these separate
platforms and providing millennial consumers with benefits of both
physical health and mental health tracking in one singular device

Millennials that have mental health conditions and wish to seek help
are likely to benefit from the device, as it allows consumers easy ac-
compatibility cessibility using a smartwatch, providing instant gratification and
support

The Fitbit is simple to use and has a minimal interface, making it clear
and easier for millennials to operate
complexity

A Fitbit demonstration at the interactive marketing event is likely to

provoke interest amongst millennials
observability

Millennials given the opportunity to trial the device and find out how
it operates may ultimately encourage purchase
trialability

Fig 22. Attributes Of Innovation Model

42
 4.2 device innovation

Fig 23. Affirmation, 2014

The proposed innovative smartwatch device integrates the existing features of the most recent Fitbit
device, the Fitbit Versa described as “a smartwatch to help live your best life” (Fitbit, 2018), combined
by the existing features of the self-help app Headspace to create a new app interface. These have been
analysed to provide a rationale for incorporating the features into the innovative smartwatch and show
how this can benefit the millennial consumer by providing a device which enables them to help improve
their mental wellbeing and physical fitness in one singular device.

43
 factors participant
response/findings

The use of the meditation sessions on Headspace were found to be beneficial, and a
good form of relief (Participant A)

The breathing exercises are helpful “my mind is a little more clearer once I’ve done
it” (Participant D)

app Sometimes difficult to engage with self-help apps, as they struggled to remember to

engagement set time aside to complete the exercises (Participant C)

Difficulty with engagement could be addressed by incorporating a daily reminder “as

I tend to forget to do it and usually gets pushed to the side most of the time, but if
you do it, it’s really helpful” (Participant A)

“It doesn’t have to necessarily have to just be for someone that already has a mental
condition, it can be for anybody” (Participant C)

3 out of 4 participants have experience using a Fitbit device and agree it could poten-
tially improve mental wellbeing

Existing heart-rate feature could be adapted to help those with anxiety disorders
and have panic attacks. It would be beneficial to track what triggered a reaction and
make it easier to pinpoint (Participant C)

Notifications which “could tell you to take deep breaths, to help reduce anxiety and
adaption also slow down your heart-rate (Participant B).

for mental
The option to link the smartwatch to a personal calendar (Participant A). Could help
wellbeing calm anxiety and provoke a more positive mindset for the day (Participant C)

Using an existing device by using a renowned wearable technology brand, may po-
tentially break the taboo, whilst encouraging more millennial consumers to practice
self-care, as the device would make it more accessible and effective for helping to
gain recovery.

44
Fig 24. Focus Group Findings Collectively waited a long time
for professional intervention and
THE FITBIT VERSA INCORPORATES felt it would have been beneficial
A NUMBER OF FEATURES TO TRACK to have a had a wearable device
PHYSICAL HEALTH AND FITNESS, SUCH which integrates self-help fea-
AS HOW MANY STEPS ARE TAKEN, CAL- tures whilst waiting
ORIES BURNT, CARDIO FITNESS LEVEL
AND HEART RATE MONITORING. THE professional Found it sometimes difficult ex-
DEVICE ALSO INCLUDES SLEEP TRACK-
ING, FEMALE HEALTH TRACKING, RE-
intervention press how they are feeling. There-
fore, would be helpful to be able
MINDERS TO TAKE UP MORE ACTIVITY, to set daily goals and for the de-
ON-SCREEN WORKOUT SESSIONS AND vice to ask what your worries are
ASSISTED BREATHING EXERCISES. IN “as it would feel like someone
ADDITION, MORE FEATURES ENABLE was there for you” (Participant B)
USERS TO CONNECT TO THEIR MO-
BILE DEVICE TO SIMULTANEOUSLY RE-
The proposed device will com-
CEIVE CALL AND TEXT NOTIFICATIONS,
prise of an integrated application
RECEIVE CALENDAR ALERTS, STORE
combining features from the Fitbit
MUSIC, MAKE PAYMENTS AND ACCESS
Versa and the latest Headspace
VARIOUS APPLICATIONS. THE LATEST
app. The new application will be
HEADSPACE APPLICATION FOCUS-
added to the existing Fitbit Ver-
ES ON ASSISTING USERS THROUGH
sa model as an interface update,
VARIOUS MEDITATION AND MINDFUL-
and will be incorporated into the
NESS SESSIONS WHICH AIM TO HELP
next batch of Fitbit Versa devices
IMPROVE WELLBEING IN DIFFERENT
set for release in the UK and US
AREAS OF THEIR LIVES, INCLUDING
July 4th 2018. From reviewing re-
STRESS, SLEEP ISSUES AND PROB-
sponses taken from participants
LEMS REGARDING KEEPING FOCUSED, evaluation in the focus group, the device will
WHILST ALSO HELPING USERS THAT
consist of current and adaptive
MAY SEEK ACTIVITIES TO HELP IM-
features, which have been strate-
PROVE THEIR MENTAL HEALTH, SUCH
gically implemented with the aim
AS DEPRESSION AND ANXIETY DISOR-
of helping to improve the well-
DERS. BY ANALYSING THE EXISTING
being of millennial consumers
FEATURES OF BOTH BRANDS, THE IN-
through both physical fitness and
NOVATIVE SMARTWATCH DEVICE WILL
mental health tracking. (Fig 25)
ENCOMPASS A COMBINATION OF THE
has been used to illustrate the
FEATURES FROM BOTH BRANDS. TO EN-
features which will be incorporat-
SURE, THE MOST EFFECTIVE FEATURES
ed into the new application
CAN BE EXECUTED TO BENEFIT THE
MILLENNIAL CONSUMER, RECOMMEN-
DATIONS FROM PARTICIPANTS WITHIN
THE FOCUS GROUP (FIG 24 ) WILL ALSO
BE CONSIDERED AND WHICH CAN BE
REFERRED TO IN (APPENDIX C). 45
 Fig 25. Innovative Device Features

46
5.0 conclusion

47
The research findings have been used to conclude
how the brand collaboration of Fitbit and Headspace
can integrate features into a singular device to poten-
tially help improve the mental wellbeing of millenni-
al consumers globally, but primarily focusing on the
UK millennial market as they have one of highest rates
of mental health across the globe. The findings con-
clude there is evidence which shows that the wellbe-
ing trend has consequently driven consumer demand
for products which exhibit self-help features, thus po-
tentially contributing to the growth of wearable tech-
nology. From this correlation, it can be suggested that
the demand has originated through the significant rise
in mental health conditions, predominantly affecting
the UK millennial generation. The findings show that
the millennial generation gravitate towards self-help
methods, especially technology driven platforms such
as apps, which they are more inclined to engage with.
More specifically, self-help apps are regarded as a use-
ful tool by millennials, as they are convenient and an
easy accessible way to track their mental health.Exist-
ing self-help technology used by mental health profes-
sionals have been found as an invaluable, effective solu-
tion for aiding mental health and to help gain recovery
Subsequently, a rationale for the brand collaboration.
between Fitbit and Headspace can be made, as both
exhibit key attributes to meet the needs possessed
by the millennial consumer and ensure the poten-
tial for a long-term brand consumer relationship
can be achieved and therefore has been applied to
the proposed application. Furthermore, the mar-
keting campaign has been informed by the mil-
lennial preference for an integration of traditional
and non-traditional marketing strategies. This ful-
fils the need for instant gratification through the
online incentive shared on social media and en-
sures engagement can be obtained, as millennials
are found to favour user generated content. The
interactive marketing event, provides millennials
with a brand experience, found to provoke long-
term brand loyalty. Alongside product promotion,
cause related marketing techniques have been
applied to the campaign to help raise awareness
of mental health issues, as millennials have been
found to be more inclined to buy into brands who
are an advocate for social issues. In retrospect, it
can be concluded that millennials will purchase the
innovative application based on the correspond-
ing factors mentioned previously, and therefore
meet their consumer needs to provide a product
which strategically implements integrated features
to ultimately help improve mental wellbeing.
6.0 list of illustrations
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8.0 appendix

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a.consumer survey findings
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 b.PWP interview transcript
(Start of interview)

Siana: Ok, my first question is... are there any innovative digital technologies that you use in your pro-
fession to help improve the mental wellbeing of your patients?

Siana: So, any examples you can think of?

PWP: I guess it’s a bit of an anomaly because the whole profession is wellbeing. But, we did have
questionnaires we would send out to people to check their symptoms, which could be emailed out.
There was also; I never used it personally, but there was a computer, erm I don’t think it was a pro-
gramme, it may have been a website called Silvercloud, where people could basically do online thera-
py

PWP: Which I guess you could call an innovative technology?

Siana: The next question I wanted to ask is, do you think these digital innovative methods positively
impact the patient or have you seen a notable improvement?

Siana: So, referring back to what you said about the online therapy, do you think it helps massively?

PWP: From what other colleagues have said, it was a really good way of being able to reach more peo-
ple, because instead of having say five appointments a day, they’d be able to do like, ten

Siana: Ok

PWP: And the research has shown that it’s just as effective, like face to face or over the phone, so,
yeah it just meant that more people could benefit from it

Siana: Yes ok.

PWP: Oh sorry, I also meant to say, that patients would also have little modules to do, so like, where
they’d learn about the vicious cycle that maintains depression or anxiety for example. They, could
write diary entries, and could still access it for a year after they were discharged

Siana: Ah ok, that’s useful

Siana: So, would you review it with them when they were still accessing the therapy services?
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 PWP: Yeah, so they’d have an initial assessment, and then they’d do the Silvercloud appointment and
have a little check in, like every other week. Then, umm over the phone, and then when they were due
to be discharged, they’d have a longer appointment to ask what they had gained from this, is there
anything that you feel you still want to get out of therapy, or do you feel like you need more therapy
and do you feel like your ready to be discharged

Siana: Right I see, ok

PWP: So, there would still be check ins

Siana: Ok , so this is just your personal opinion basically, so do you think wearable technology for
physical health could be adapted to help those with mental health conditions? So yes or no, and can
you think of any examples of any technologies, say I don’t no, a smartwatch which could be used for
mental health, like tracking?

PWP: The only thing I can think of, is like umm, when people are severely depressed, normally or one
of the main symptoms is just not getting out of bed, being really vegetative, and wallowing in your
own cloud of feeling down.

PWP: So, if there was something, almost like a FitBit kinda thing, that tracked when you did get up out
of bed and you did do a bit of exercise, and got a bit of activity in your life.

Siana: So you think it could be used as a motivational tool?

PWP: Yes, or even something that could monitor your heart rate if you were having an anxiety attack

Siana: Yeah, that’s great. That’s what I was thinking along the lines of tracking and monitoring. Be-
cause obviously there is a lot of wearable technology out there for physical health

PWP: Umm

Siana: Like you can track your fitness, but there isn’t anything currently that I can think of that can
track mental health, so that’s where I was kind of going with it

PWP: Yeah that’s true

Siana: And again, this almost relates to the previous question, but what is your opinion on mood
tracking apps and services, do you think there could be any improvements in terms of features or en-
gagement with consumers?

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PWP: Yeah umm, being able to track via text would be useful by being to put how you feel down into
a couple of words, is kind of like let it out a little bit, and it helps you understand how you’re feeling.
So, actually having to put into words could possibly help the patient really think about how they are
feeling, which I think would be a really good feature

Siana: I think it would be beneficial for looking at; for example, I was thinking of a means for tracking
behavioural or mood patterns, which could be viewed on some sort of graph, so potentially see where
there was periods or recurring themes. So, I was thinking maybe having something, where you just
tracked this and could maybe alert you?

PWP: Yeah, that sounds really good. I think like, definitely One of the first steps to feeling better is
recognising your own emotions, so if you were to keep track of it, I feel that would be a really helpful
feature

Siana: In terms of improvements for current apps or services, can you think of any other improve-
ments that could be made other than the ones you’ve already mentioned?

PWP: Yeah, umm no I can’t really think of any

Siana: I know, it is quite hard to be fair. I’ve done quite a lot of research into existing technologies
already, and there isn’t actually that much out there

PWP: Yeah

Siana: In terms of trend, there is a wellbeing trend with fitness, but it doesn’t seem to be a big thing
for mental health, apart from self-help apps and services many people are quite aware of already

Siana: But, thank-you for your time that was really helpful

(End of interview)

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 c.focus group transcript
(Start of focus group)

Siana: Okay. So the first question is what’s your opinion on self-help apps designed specifically to improve mental
well-being and if you use them personally which features have you found most beneficial and why?

Participant A: I’ve used an app called Headspace where you can do so many minutes meditation. When I got into it, it
was a ten minute meditation, but now they do it 3 minute, 5 minute, 10 minute. But I think it’s good as a little relief

Siana: Yeah. I’m actually going to use that as one of my brands

Participant A: It’s pretty good because it’s free as well which makes it more accessible

Participant B: I used one, I think it’s called Pacifica. It was ages ago though and it was just exercises to concentrate on
your breathing, because mine was about palpitations and feeling out of breath all the time. So that was why I used to get
sleep because otherwise I’d just feel like lying there thinking about my heartbeat til I went to bed. So I’d used Pacifica to
calm me down, reduce my heartbeat, and then fall asleep. I think they ran from about 3 to about 5 minutes

Siana: Yeah, with the self-help apps I’ve looked at do a similar sort of thing, but did you find them beneficial, did you
think they were helpful?

Participant D: Yeah I do feel my mind is a little bit clearer once I’ve done it, especially because of the breathing, so it did
help

Participant C: I feel like they help, but for me it’s actually having the time or the thought to remember I’ve got that app
on my phone to do

Participant A: Yeah it would be helpful if I could set a reminder every morning, as I tend to forget to do it and usually
gets pushed to the side most of the time, but if you do it it’s really helpful

Siana: Ok, the next question is, what wearable devices do you currently own, or if you don’t own any, what knowledge do
you have about them and why did you purchase the device, or why would you purchase a new device?

Participant A: I used to wear a Fitbit, it was quite helpful

Participant D: Yeah I used to own a Fitbit too

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Siana: What sort of features did you use for physical fitness?

Participant D: I used it for counting my steps and also has a breathing exercise on them too. But yeah mainly used to
count steps and track calories and the breathing exercises gave me a chance to take some time out

Participant A: Yes I have one also. There is an option to wake you up was quite beneficial, as it would gradually help
wake you up naturally

Siana: Was there any other features on the Fitbit for sleep, so anything that helped you to fall asleep easier?

Participant A: Yes there was, and you can link it to track your sleep cycle, like REM sleep etc

Siana: What is your opinion regarding self-help app features being implemented into smartwatches and how do you feel
it could potentially improve your mental well-being? So is there any particular issues that you’ve had with your mental
health conditions which you feel smartwatch with self-help features could help?

Participant C: I don’t know whether Apple watches to do this already, but you can take them anywhere, even the pool
and it monitors your heart rate and for me having anxiety attacks, and not really knowing what set me off, it would be
good that during the day could put it on and it could sort of track when you naturally have a palpitation or whatever.
Then you could look back and think why did I get anxious or why did that upset me or what triggered something, be-
cause sometimes for me half the time the issue is not knowing what exactly it was and it can be hard to pinpoint

Siana: So, it could help gain recovery in a way?

Participant B: Yeah I agree, I think I used to get really nervous during presentations just before I would go up and pres-
ent. If I am last I find myself shaking and you can’t really ask to go up first every time, but sometimes you’ve got to wait.
But it’s the waiting that makes me more nervous, because then I start questioning everything I’m about to say. So it
would be good having wearable technology embedded with my mental health wellbeing apps because they you could
just look at your watch and it could tell you to take deep breaths to help reduce your anxiety and slow-down your heart
rate

Participant D: Yeah. It could send you a little buzz and tell you your heart rate is too fast

Participant A: It could help encourage you to do a breathing exercise and gives you the option as a form of relief

Participant D: If you keep doing it as well, it will in a way help train you to become less nervous

Participant C: Yeah, like meditation, as long as you put the time aside to do that, as if it was implemented into some-
thing that you wearing and you have a spare ten minutes and your heart rates getting faster, I feel it would make it easier
to take five minutes.

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 Siana: As this is focused on millennials, I think it would benefit them the most because they are nearly always on their
phones, yet it is still easy to access and also discreet

Participant B: Yeah. Nobody would question what you were doing

Siana: I know with the Fitbit can monitor your heart rate. So if you could have the same thing for mental illness

Participant D: Yeah it could say just take some time for yourself

Participant B: I also I think it’s important as my issue is that my heartbeat would get faster and I’d panic or worry about
something and then have palpitation and then have a panic attack. I’d be thinking like I could just die any second, and
I didn’t understand what was going on. I didn’t know what anxiety was at that point and I didn’t feel like I had anybody
to talk to about it, so I feel like it was all in my own head. But having an app that didn’t say your heartbeat is too high
because that was triggered me. But maybe said something ‘takes some time for yourself

Participant A: Yeah like gentle words, that are comforting

Participant B: Or something that says “You’ve got this”

Participant A: If I could link it up with my calendar and it reminded you, that you had a presentation tomorrow at 10:00
a.m, and at 9:30 it goes “you’ve got this” type affirmations and possibly anti-anxiety strategies or exercises

Siana: Yes, so my idea is to have the smartwatch with these self-help features but you can then also connect it to a mo-
bile apps as well, so it will be an interface for both devices

Participant C: I didn’t feel like I could go into uni if I felt stressed because I can’t even deal with it. If there was something
an hour before to be like “you’ve got uni, so let’s prepare you” So, I could sit and do this and then I can go. Otherwise I’m
just get myself into a tizz and your on your own when you’re at uni

Participant D: I think sometimes with mental illness as well it’s quite hard and because obviously uni is quite stressful
and you think “maybe it’s just me” but if you had something that could reassure you, and sometimes it is a case of you
just don’t feel like you have anybody to speak to

Siana: Did you receive professional intervention. So for example talking therapies like CBT or anything similar for your
condition, and how do long did you have to wait on average?

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Participant A: Yeah I did CBT, it was quite a long time to wait because I did it through the NHS So I had to think it was a
program about this time I went to doctors in April and the doctor said that if we were to refer you it’s gonna take twice
as long as they need to self refer, so I did it online by just filling my questionnaire. They then ring you to ask whether you
still want to do it and then and I couldn’t get seen by the uni quick enough because they were full. I didn’t get seen until
the August, so I did CBT from August to December every two to three weeks, but it wasn’t like every week

Siana: So do you think during that time period April to August, if you had some form of self-help feature in wearable
technology could have been beneficial whilst you were waiting

Participant A: Yeah cause obviously late April May June is like quite a stressful period with exams and coursework and
deadlines, so that would have been quite helpful to be like “you’ve got this” and “keep calm”

Participant C: Yes one thing for me as well was the waiting time, especially feeling at my worst. But they they just put me
on tablets that didn’t give me counselling alongside it, so I was struggling quite a lot with the side effects and felt like
I was getting worse but I didn’t have anyone to talk too, and the waiting list for so long that it got to the point where I
wanted to come off the tablets. So I ended up having to pay for private help because it was that bad and I needed to see
someone. Then they happened to ring me up 6 months later and were like “ah you’ve reached the top of the list”

Participant B: Yeah when I went to... so in hindsight I’ve battled with anxiety for around three years from when I was
around 15 to 17. It was only when I had a ‘trigger day’ where I just burst into tears in public and even then I didn’t know
it was anxiety, so I bought a book first from WHSMITH on anxiety and depression, I read it and was like oh I’ve got anxi-
ety, so that encouraged me to go to my local doctor and at the time the waiting list was atrocious for all mental health,
and I was told it would be 12 months before I would be anywhere near the top of the list and I couldn’t afford any private
healthcare so felt like I had to go through it alone, but luckily I did have a support system of friends who had experience
with depression and personality disorder so we kind of lent on each other quite a lot

Participant A: One thing for me was trying to get any sort of situation that I was in that made me feel anxious was trying
to get out of it. I was having a situation trying to move house and I was in a house that didn’t go quite well, and like I
was trying to find another house which I felt better but once that situation was sorted although it did take a long time.
So it was just like leaning on friends and family that was like the main thing that helped me through. Yeah it was quite
difficult because it was during my first year and I didn’t really know what exactly anxiety was and I felt like it wasn’t bad
enough

Participant B: I had a friend with depression, he was suicidal, so compared to her, even though I was miserable and
remember just sitting in the bathtub crying and I didn’t even know why. But because in comparison I didn’t feel I’m not
that bad because like I’m not trying to kill myself, so I shouldn’t complain. But reading about it and although I’m not di-
agnosed of having a history of anxiety and it’s not on any of the medical records but that was because I couldn’t get the
help

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 Participant C: I think people that aren’t educated as to what it is, because for me I had depression when I was 16 and
it sort of developed into anxiety as well. I was having panic attacks and getting to the point where I thought I might be
dying “I’m having a heart attack” and then I’ll be throwing up, and was like “Oh I must have a stomach bug” Then I soon
found out that these are all symptoms that can happen with anxiety and they completely take over your body

Participant D: Sometime’s as well you don’t know what to do with yourself and you just want someone to show that they
care

Participant B: Yeah you want the offer of help to always be there

Participant C: It can be a constant battle

Participant A: Yeah, because you want to be honest and tell people you are not okay but you don’t want to be a burden,
so it is finding that balance

Participant C: Sometimes you don’t’ want people to talk back, you just want someone to listen

Participant B: Yeah a good feature in an app would be something where you can set a goal of the day, which could ask
you each morning what your worries today, what do you want to achieve today, and I feel that would be a really good as
it would feel like someone was there for you
Participant A: Yeah, there is a similar thing you do in CBT, like what is your worry, is it rational or irrational and is there
something you can do about it

Participant B: Once I actually started to think about my anxieties, as I said them out loud they sounded more ridiculous,
so I think saying them out loud would help

Siana: So you mean a self reflection type approach. Okay, so what is your opinion of a collaboration between the mental
wellbeing service Headspace and the wearable smartwatch brand Fitbit?

Participant B: Good, really good. It will also help get rid of the stigma as well and even people who don’t have anxiety or
depression. Like people who may just get a bit nervous before a presentation if his smartwatch said “take a deep breath,
you’ll be fine” It may make people think twice about their own mental health and it could monitor everyone’s mental
health as a key feature

Participant C: Yeah, and the good thing about a Fitbit is that it can be used with any phone and makes it more accessible
to everybody

Participant A: With the Fitbit, it doesn’t actually have a screen and it would be good if it could link to your phone

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Participant D: I think that some people don’t actually realise they have anxiety or depression and it would help it be less
of a taboo

Participant C: I was thinking that if people have a Fitbit, it wouldn’t be obvious they had a mental health problem by us-
ing the device and I guess it doesn’t necessarily have to just be for someone that already has a mental health condition
it can be anybody to help with meditation or breathing and anything like that really. So it doesn’t have to necessarily
just be for that

(End of focus group)

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