The IPA has published a guide, Game-changing ideas for people’s wellbeing, that draws on the findings of more than 100 companies that have gained an IPA People First Promise badge of honour for their commitment to mental health and wellbeing.

Among the core principles are having physical wellbeing initiatives in place, such as offering free or discounted gym memberships, organising fitness classes and promoting activities such as walking meetings and sports teams.

Flexible working arrangements, enhanced maternity and paternity leave, and additional leave options, such as sabbaticals and wellbeing days, were also cited as common practices to support work-life balance.

Other policies include having programmes in place including for employee mental health assistance, such as mental health first aiders, employee resource groups and continuous professional development.

Inclusive workplace policies recommended included flexible-working arrangements, menopause and menstruation support, and family-friendly policies, and the guide also underlined the importance of promoting an inclusive work culture.

Feedback and engagement surveys also featured in the guide, as well as support for parents and carers and tools to help people’s financial wellbeing were also recommended in the guide.

Josh Krichefski, chief executive officer, GroupM Europe, Middle East and Africa and IPA president, said: “This guide not only celebrates the great work that companies are doing with regard to their people’s mental health and wellbeing, but crucially it provides a useful checklist or starter for 10 for those companies who are not as far down the journey and for whom this could provide new and fresh ideas to help them and their people.”

IPA director of diversity Leila Siddiqi added: “If there was ever a time to double down on efforts around mental health and wellbeing, it is now. Josh’s People First agenda provides a tangible action plan to help the industry navigate the most complex workplace scenarios, structures and tense conversations against a volatile and challenging economic and global climate.

“The world class creativity that makes UK advertising so special will blossom best if it is coming from space of people feeling healthy, safe and valued.”

• Further resources for mental health and wellbeing can be found on the MRS website.