World Mental Health Day: Hope shines amid rising mental health challenges

An increasing number of people in Denmark are affected by mental health issues such as stress and anxiety. At PFA, early intervention and digital health solutions are being implemented to reduce sick leave and help customers return to work more quickly. The results show that these efforts are effective, according to Rikke Bay Haaber, PFA’s Head of Strategic Health, speaking in regard to World Mental Health Day.

Mental health issues such as stress, anxiety and depression have risen significantly in Denmark over the past decade. This trend is clearly felt at PFA, the country’s largest pension and insurance company, where health solutions are a key part of the offerings to customers.

“The number of customers we assist with mental health challenges such as stress and anxiety has increased by 134 per cent since 2016. This is a dramatic development, which may be attributed to various factors – from the increased pace and pressure in private and working life, children struggling with well-being, too much unhealthy screen time, fewer social communities, and growing uncertainty in the world around us,” says Rikke Bay Haaber, Head of Strategic Health at PFA.

Despite these challenges, she sees hope for the future. PFA’s data shows that early intervention makes a difference.

“We know it can be difficult to take the first steps when experiencing signs of poor well-being. That’s why we’ve made it easy to get help, so customers can quickly find the support they need. Most recently, this includes online solutions, ensuring help is accessible whether at home, on the go, or at work. At the same time, we work systematically with our data to proactively reach out to customers at risk of becoming ill,” explains Rikke Bay Haaber.

According to PFA’s health chief, the results are encouraging.

“The proportion of customers still on sick leave after two years has dropped by 8.5 per cent, and nearly half of those on long-term sick leave return to work within two years. Additionally, we’ve seen that through early and data-driven intervention, we’ve reduced customers’ risk of long-term illness by 70 per cent,” she says.

A multi-faceted effort is needed to reverse the trend
While PFA supports individual customers, they also work closely with companies and organisations to promote workplace well-being.

“We’ve developed a framework tool that enables workplaces to identify and address the well-being challenges relevant to them. This provides companies with concrete tools to enhance well-being, thereby impacting attraction, retention, sick leave and performance. In addition, we regularly host webinars and courses focusing on well-being, culture and leadership,” says Rikke Bay Haaber.

PFA has also launched nationwide campaigns encouraging people in Denmark to seek help if they experience signs of poor mental health. As part of this initiative, PFA has introduced the podcast "Den lyse side" (The Bright Side), which is among Denmark’s most listened-to podcasts. The podcast addresses topics related to mental health and, like the campaigns, aims to break down taboos and make it easier to talk openly about mental health struggles.

“We know it takes courage to reach out for help, but we want to send a clear message: You are not alone. That’s why we actively encourage people in Denmark to contact us if they experience poor well-being, reminding them that there is light at the end of the tunnel,” says Rikke Bay Haaber.

Facts: PFA’s efforts for mental health

• PFA has nearly 600,000 customers with occupational capacity insurance cover.
• In the first six months of the year, PFA helped approximately 92,000 children and adults with treatment programmes – a 23 per cent increase compared to the same period last year.
• PFA’s preventive initiatives, using artificial intelligence, have reduced the risk of long-term illness by 70 per cent for customers receiving early assistance.
• The proportion of customers on long-term sick leave for more than two years has decreased by 8.5 per cent over two years.