How we helped Pirtek make a difference for mental health across hard hat industries

Pirtek wanted to make a meaningful difference to the people working across the hard hat industries it serves, where mental health challenges are often overlooked and conversations remain difficult. The Under the Hard Hat campaign was created to raise awareness, challenge stigma and encourage greater openness around men’s mental health.

Combining proprietary research, strategic partnerships and a purpose-led communications programme, we helped Pirtek launch an industry-wide initiative that reached workers on the ground and business leaders alike. What began as a dedicated awareness campaign evolved into an ongoing platform for education, support and advocacy across the sector.

The challenge

Hard hat industries remain predominantly male, and stigma surrounding mental health can make it difficult for workers to seek support or discuss the challenges they face.

Pirtek wanted to shine a light on the issue in a way that was credible, relevant and impactful. The campaign needed to move beyond simply raising awareness to creating genuine understanding, helping both employers and employees engage in more open conversations about mental health in the workplace.

Our relevance‑driven approach

We focused on the real struggles faced by heavy industry workers and their employers, including:

Industry mental health

Associated stigmas

Workplace support

Using findings from a Pirtek-commissioned mental health survey, we built a campaign that resonated with male-dominated audiences and explored these issues in greater depth.

The insights supported the launch of Under the Hard Hat Day, bringing together Pirtek and its mental health partners, while generating credible media stories that extended the conversation beyond the event itself.

Impact that mattered

Across the campaign, we delivered results that helped increased mental health awareness in the hard hat industries.

A combined 538,000 total monthly web visits from earned coverage across HR, trade, and health and safety titles

25 high quality backlinks driving traffic to the dedicated Under the Hard Hat landing page

The successful launch of Under the Hard Hat Day, with a 93% key message penetration

Strategic partnerships with Andy’s Man Club and former UK Special Forces soldier Ollie Ollerton as well as recognition from the British Safety Council

“Under the Hard Hat has helped us start relevant conversations that are long overdue, both inside Pirtek and across the industry. Skout helped us create something that goes beyond a campaign and reflects the values and the needs of the people we care deeply about.”

Jo Ockenden, Brands and Campaign Manager, Pirtek UK and Ireland