Sthir Stories
Normalizing counselling : Boosting EAP Adoption
Summary:
The agriculture company struggled with extremely low engagement in its EAP, as employees viewed counselling as only for crises and cultural stigma deterred usage.
Sthir’s “Well-Being Hour,” a relatable, radio-style program in regional languages, normalized mental health conversations, resulting in a fourfold increase in EAP usage, sustained engagement, and global recognition for the initiative.
Industry
Agriculture
Client
Client Name Withheld
Date
2024
Case Study
Challenge:
A leading agriculture company with 1,000 employees across India struggled with low adoption of its 24/7 Employee Assistance Program (EAP). Despite regular mental health webinars, usage remained below 0.4% monthly, reflecting a global challenge: EAP services often face stigma and underutilization. Employees perceived counselling as relevant only for crises or severe issues, and cultural taboos further deterred engagement.
The company partnered with Sthir Consulting to drive meaningful use of the EAP by shifting how employees viewed mental health support.
The Sthir Approach
The Well-Being Hour:
We introduced the “Well-Being Hour”, a radio-style talk show in Hindi and regional languages to normalize mental health conversations.
- Everyday Concerns, Not Just Crises: Discussions covered relatable topics—like managing children’s screen time—addressing concerns employees hesitated to discuss.
- Employee Polls: We ran polls to identify topics that mattered most, ensuring sessions were relevant.
- Building Trust: Counsellors encouraged employees to call the helpline not just for crises but for everyday advice or simply to be heard.
Outcome
Results:
- 4x Increase in EAP Usage: Helpline usage grew from 0.4% to almost 2% monthly.
- Sustained Engagement: Employees began seeking follow-up counselling, applying strategies in their lives, and returning for more support.
- Three Years of Success: The Well-Being Hour became a key initiative, transforming mental health support in the company.
- Global Recognition: The India operations of the company earned international recognition for its innovative mental health strategy at their Annual Conference.
Key Takeaways:
- Breaking EAP Stigma: Normalizing mental health through culturally relevant conversations boosts adoption.
- Focus on Everyday Issues: Addressing small, real-life concerns builds comfort with counselling.
- Engagement Drives Impact: Interactive formats encourage employees to engage without fear or judgment.
This case study highlights Sthir Consulting’s expertise in designing culturally sensitive mental health interventions, driving adoption, and creating lasting impact.
