NHS launches major campaign for talking therapies amid rising dementia and anxiety figures

The NHS reports more than 500,000 people in England with a formal dementia diagnosis and is promoting talking therapies to help millions with anxiety-related conditions through a new nationwide campaign

Rising dementia diagnoses and a gap in talking-therapy access

Official NHS figures paint a worrying picture for health services in England. More than 500,000 people now have a formal dementia diagnosis, and roughly 35,000 of them are under 65 — a reminder that dementia isn’t only an older-people issue.

At the same time, millions of adults are living with anxiety and related conditions but are not getting timely, evidence-based psychological care.

That mismatch creates tough choices for local health commissioners. They need to grow specialist dementia services while also expanding talking-therapy capacity, building clear referral routes and making it easier for people to get help quickly.

NHS launches self-referral drive for common anxiety disorders

To tackle unmet need, NHS England has started a public campaign encouraging people with six common anxiety conditions to self-refer for online treatment. The six conditions covered are obsessive‑compulsive disorder (OCD), social anxiety disorder, post‑traumatic stress disorder (PTSD), panic disorder, specific phobias and body dysmorphic disorder (BDD).

People can self-refer at nhs.uk/talk without a GP appointment.

The move aims to connect more people with evidence-based therapies that can reduce symptoms, help them function better day-to-day and, where appropriate, support a return to work.

What the numbers say

• – Dementia: 500,000+ adults in England have a recorded diagnosis; about 35,000 are younger‑onset cases.
• Talking therapies: over 670,000 adults received talking therapy in the most recent reporting year — roughly 70,000 more than before the pandemic, a ~12% rise on figures.
• Employment support: NHS documents cite 83,000 people accessing employment support in 2026, described as a 20% uplift — but the reporting year and comparator both being listed as 2026 needs clarification.

Beyond those headline figures, population surveys estimate about one in five adults experience a common mental health condition, suggesting many more could benefit from timely intervention.

How the campaign is trying to work

The campaign combines broad advertising (video, audio, social and search) with simpler online routes and digital triage tools. The goal is to lower friction: make it easy to spot symptoms, self-refer and get an appointment. There’s an emphasis on testing different messages and channels to see what actually gets people from “I’m worried” to “I’ve booked a session.”

Barriers that still matter

Awareness and stigma Many people don’t recognise clinical symptoms or worry they’ll be judged. The campaign’s challenge is reaching young people who see mental‑health content online but distrust formal ads or institutions.

Practical hurdles Confusing online journeys, limited digital access, long local waits and privacy concerns push people away. Some would prefer anonymous or text-based options rather than a phone call or face-to-face appointment.

Platform fit Content that matches the tone and format of the platform matters. Creatives that feel native to TikTok, Instagram or other social channels — and that give simple next steps — appear more likely to prompt action than traditional ads.

What the campaign’s surveys found

A survey of more than 2,000 adults linked to the campaign highlighted common barriers: – 58% said they delay help because they think symptoms aren’t serious enough. – About 21% said they don’t seek help at all. – Many respondents showed incomplete or incorrect knowledge of conditions like social anxiety, panic disorder and BDD.

That mismatch creates tough choices for local health commissioners. They need to grow specialist dementia services while also expanding talking-therapy capacity, building clear referral routes and making it easier for people to get help quickly.0

Treatment access and outcomes

That mismatch creates tough choices for local health commissioners. They need to grow specialist dementia services while also expanding talking-therapy capacity, building clear referral routes and making it easier for people to get help quickly.1

That mismatch creates tough choices for local health commissioners. They need to grow specialist dementia services while also expanding talking-therapy capacity, building clear referral routes and making it easier for people to get help quickly.2

Voices from people who found help

That mismatch creates tough choices for local health commissioners. They need to grow specialist dementia services while also expanding talking-therapy capacity, building clear referral routes and making it easier for people to get help quickly.3

That mismatch creates tough choices for local health commissioners. They need to grow specialist dementia services while also expanding talking-therapy capacity, building clear referral routes and making it easier for people to get help quickly.4

What this means for services

That mismatch creates tough choices for local health commissioners. They need to grow specialist dementia services while also expanding talking-therapy capacity, building clear referral routes and making it easier for people to get help quickly.5

Leaders and public figures pushing for earlier help

That mismatch creates tough choices for local health commissioners. They need to grow specialist dementia services while also expanding talking-therapy capacity, building clear referral routes and making it easier for people to get help quickly.6