Select the Target Audience

Persons with mild to moderate mental health issues or persons at risk of developing mental health issues/conditions can particate in the culture and arts activities of an AoP programme.

Additionally, persons seeking a non-conventional mental health approach, e.g. non-therapy methods to promote or maintain their mental health can participate in the activities.

Who can not be included?

AoP programmes as a non-therapy approach may not be suitable for persons with severe mental health conditions who are not in therapy, as it would involve the link worker to require extra resources and or competencies to meet the needs of participants, also it may be difficult to maintain a diagnosis-free spacefor persons with severe mental health issues.

Individuals seeking a therapy approach to promote their mental health may not find the programme to be suitable for their needs. However AoP programmes  may be beneficial as a supplement to therapy.                    

Criteria for AoP programmes’ target audience should be discussed and agreed upon with the steering group, or possibly with the decision makers (e.g. administration leaders) already during the funding process. 

Your target audience may be within a specific age group, for example a youth group or elderly group or persons with similar issues, such as persons with work related stress, anxiety, depression etc. 

Photo: Lelde Goba

AoP programmes have previously been designed for individuals aged 16 and above, often targeting specific age intervals for example 16-25 years, 30-65 years, etc

It is important the link worker is interested with working with the specific target audience and knows how to support and engage the target audience.  

Photo: Jaroslav Gaszyński

“To engage youth participation in AoP programmes go to where young people are e.g. schools. gain the support of the principal and teachers  who have contact to the specific age group. Choose art facilitators who have experience working with young people. Artistic ability should not be the only focus. In our experience, it is useful to ask the participants’ opinion about the activity and the arts facilitators. Plan breaks, where they can speak freely over cake or pizza, this can provide insights to their expectations. It is often easier to do and say things as part of a group rather than as an individual”. Westpomerianian AoP pilot programme.

Photo: Lelde Goba

“Working with a mixed group has an added value, as sometimes being around similar people and environments can intensify their mental issues. AoP provides the opportunity to meet different people in a safe creative environment. It helps to breakdown stereotypes as being together is a learning process – accepting differences, exploring common interests, and working together as a group. The participants themselves state that when they are in a group with different people, they feel more accepted, they are not stempled or judged, they feel the same as everyone. However, it should be noted that having a diverse group requires the link worker to closely monitor the group dynamics, so everyone feels comfortable, and that diversity is not an interfering factor”. Cesis AoP pilot programme.

AoP programmes can be designed for specific subgroups based on a common attribute such as:

• gender – female or male, non-binary, gender neutral, etc.;
• hobbies – art, singing, music, reading, knitting etc.;
• persons at risk of developing mental health issues due to new illness, such as heart patients, cancer patients;
• persons at risk of developing mental health issues due to a life situation e.g., bereavement, divorce, parenthood, loss of employment, retirement;
• persons who have developed mental health issues, such as stress, anxiety, mild to moderate depression. 

Examples of subgroups, for full description of the pilots target audience click HERE (link will be awaible in June 2025).

On receiving the referral, it is important to contact the participants within 2-3 working days as the window of opportunity may close regarding the participant’s motivation for participating in the programme.

It is recommended that the link worker:

• On receiving a referral, contact the potential participant and invite them to a meeting to assess if the AoP programme is a suitable match for the participant. Discuss their needs and situation, and their expectations to the programme. Explain the programme in more detail and their motivation for joining the programme.
• Organise a start-up meeting where all participants have the opportunity to meet one another before the programme starts. This is a good way for them to meet without having the pressure of doing an activity straight away.  
• At the start-up meeting, emphasise the importance of creating a safe, respectful and performance free space for everyone by promoting an inclusive environment where all participants feel valued and respected.
• Create opportunities for participants to ask questions or voice their concerns privately or anonymously if they prefer. Inform participants they may freely leave the room or have a break from the activity if they need to. 

Introducing the participant to the programme one should explain that it is voluntary to participate, and the programme is a non-therapy approach to improve mental health and wellbeing. Also, it is important that the referral channels and/or the link worker emphasises to the participant that they do not have to have any cultural or artistic experience to participate.  

It is important to gain the interest of the participants by targeting communication to the specific target audience. Communication will differ depending on different age groups and if the programme is aimed at specific health or social issues. 

• All communication material should be designed with the target audience in mind, so they automatically see it as something that appeals to them. 
• The language used should be clear and concise and explain exactly what the programme is with a brief description of the activities. 
• It is recommended there is a picture of the link worker attached to his/her contact information. It gives a more personal touch for those who may hesitate to participate. 
• Keep in touch with the participants throughout the duration of the programme. Type and frequency of communication should be agreed upon with the participants as individuals and/or as a group. The start-up meeting is a good opportunity for to determine communication needs.