Lime Global, provider of super-simple affordable top-ups to public healthcare, challenged us to grow its presence and establish it as an authority around mental wellbeing and resilience, ahead of the launch of a new mental health product aimed at businesses and individuals.

We explored the state of the nation’s mental wellbeing and resilience levels and coined a new phenomenon – ‘pleasanteeism’ – around the pressure to put on a brave face at work. We produced a report – ‘Keeping up appearances: how pleasanteeism is eroding resilience’ – which we launched to media along with a call for businesses to take simple steps to help employees improve their mental health.

The research generated almost a hundred pieces of coverage, spanning broadcast, national, business, HR and regional media – including BBC World News, ITV news and The Guardian. It also featured on LinkedIn News and in Arianna Huffington’s personal blog. This helped to spur debate around the concept of ‘pleasanteeism’ and mental health at work, positioning Lime as a thought leader amongst the business community.