Embedding a 24/7 crisis text service into local urgent care: launching Birmingham and Solihull’s partnership with Shout

Why did you choose to partner with Shout?

One of the key priorities set out in our five-year strategy for mental health is to reduce pressure on crisis services by making mental health services more accessible at an earlier stage.

With a proven track record in providing text-based mental health support at all levels of mental health need, Shout felt like a perfect fit.

Because it’s free, confidential and doesn’t show up on phone bills, our partnership with Shout removes a lot of the worries that stop people from picking up the phone. Texters aren’t just supported in the moment, they can also be signposted to local services like Talking Therapies, our Mental Health Helpline or Talking Spaces if they need more help. Knowing there’s a strong, well-established clinical framework behind the model, with clear risk and safeguarding processes, gave us real confidence this service could safely support people in all kinds of distress.

When and how did you launch?

We launched our partnership and ‘Space’ keyword in August 2025, and we made sure people heard about it. With the support of Shout, we developed a clear communications plan aiming to reach young people. In the lead up to the launch, we spent time engaging with pastoral and wellbeing leads within schools, colleges and universities – sharing a toolkit of resources created by Shout that would help them spread the word to students.

We developed a joint press release with Shout and secured a case study – a young person with lived experience who could highlight the need for our service. The launch was picked up by BBC Midlands Today, which helped us make a big impact from day one. We also received coverage in other local print and online media, as well as promoting it though pharmacies and Birmingham and Solihull Mental Health Foundation Trust’s social media and website.

Working with Shout, and their expert marketing and partnership teams, we developed and shared a toolkit of easy-to-use marketing materials with system partners so everyone could promote the new local service consistently.

What were your key successes from the launch?

One of the biggest reasons the launch landed so well was that everyone across the health and social care system in Birmingham and Solihull got behind it. Mental health teams and partner organisations shared information, used the marketing materials and signposted consistently which helped build trust quickly.

We also made sure the service featured clearly on answerphone messages for both our NHS 111 Option 2 and local Mental Health Helpline, so it immediately felt like part of the wider support network. Because we focused a lot of our outreach on young people, particularly through schools, colleges and youth-friendly social media, we saw really strong engagement from under-25s right from the start.

How have you continued to promote the service to engage texters?

We didn’t stop once the service went live. We’ve kept momentum going by promoting it everywhere young people spend time: universities, student accommodation, colleges, schools and community events.

We secured a communications budget so we could run targeted campaigns in places we knew would reach our chosen target audience. That included targeted ads on Snapchat and outdoor advertising in student and high footfall areas. Shout also promoted our keyword partnership at University Wellbeing Fairs, on local radio and led a school’s ‘Lunch and Learn’ webinar with the support of their experienced clinical team to make sure staff across the system know exactly how and where to signpost.

More recently, we’ve launched a new campaign aimed specifically at young men. They make up a smaller proportion of our texters, so in early 2026 we asked three young local men to share their stories. They featured on billboards across Birmingham - outside sporting venues and nearby local mosques - to help break stigma and encourage more men to take that first step.

In what ways has the Shout Clinical Model supported the quality and consistency of crisis support for people who may struggle to access traditional services?

The beauty of the Shout Clinical Model is that it gives people a safe, easy way to ask for help at any time of the day or night. Because it’s a text service, lots of people who may feel uncomfortable speaking out loud or need discreet support, can reach out without hesitation.

In the very first month, feedback from texters said they used the service because they wanted to talk to someone who didn’t know them, and said they simply felt more comfortable texting than talking. That tells us the model is genuinely reaching people who might otherwise stay silent.

How has the Shout Clinical Model aligned with your local NHS mental health and crisis care priorities?

Shout fits neatly into our wider vision of giving people more ways to get early help before things escalate. Our ‘Space’ keyword is available 24/7, providing early intervention and confidential listening support that sits naturally alongside other services on our urgent care pathway. Because it provides a gentle and private way to talk through difficult thoughts and emotions, many people reach out before they hit crisis point. Every conversation is handled by a qualified mental health professional, meaning texters receive real-time support grounded in strong clinical practice.

Clinicians assess risk, develop safety plans where required and follow clear safeguarding procedures. The aim is always to de-escalate early and reduce the need for more intensive crisis intervention later on. When further help is required, texters can be signposted to other services within our mental health system, or if someone is in immediate danger, emergency services are contacted to ensure prompt support.

To ensure the service works as a truly complementary part of our broader urgent care pathway, its activity data feeds into our Urgent Care Programme dashboard, helping us track trends and strengthen system oversight.

What has the first six months of delivery shown about how and when people choose to access mental health support via text compared to traditional routes?

We’ve observed some patterns beginning to emerge. While activity is generally evenly spread across the week, Mondays have seen the highest level of contact. Most people text in the evenings, especially between 7pm and 11pm when other support services often aren’t available, and with a notable rise also seen at school and college finish times.

What early insights suggest the Shout service is addressing an unmet need within your local population?

Across the first six months, hundreds of people reached out for support and new texters continue to come through each month. Young people in particular are engaging strongly, with over half of all messages coming from 14–24 year-olds. That tells us we’re filling a gap for young people who may not feel comfortable using traditional services.

The number of people accessing our ‘Space’ text service has highlighted how powerful digital support can be within an integrated mental health care system. Because texting feels low-pressure and familiar, it opens the door for conversations that might never happen otherwise.