A new virtual reality (VR) initiative is helping doctors better understand the growing mental health crisis in Britain’s farming communities, where high levels of depression, anxiety, and suicide have become a major concern.
Developed by Dr Jordan Tsigarides from the University of East Anglia (UEA) alongside GPs Dr Daniel James and Dr Richard West, the Rural Minds Project uses immersive VR storytelling to place users directly into the experiences of farmers and rural workers. The initiative, created in collaboration with Cambridge-based creative technology company Revolve Labs, seeks to foster empathy among healthcare professionals and improve early intervention in rural mental health.
The project, funded by the Felix Thornley Cobbold Agricultural Trust, is believed to be the first VR initiative of its kind focused on mental health in agriculture. It will be showcased at the House of Lords next month, following its official launch on Wednesday 12 November. The event is organised by Dr Tsigarides, Dr West, and Baroness Anne McIntosh of Pickering, Chair of the Environment, Food and Rural Affairs Select Committee. Politicians, agricultural leaders, and healthcare professionals will attend to explore policy support for rural mental health.
Rural isolation and mental health pressures
Poor mental health is one of the most significant challenges facing UK farmers. According to the Royal Agricultural Benevolent Institution’s Big Farming Survey (2021), 36% of farmers are “probably or possibly” depressed, 47% report constant anxiety, and only 8% of women and 12% of men describe their mental well-being as good. The Farm Safety Foundation has also found that 95% of young farmers believe mental health is the biggest hidden problem in agriculture.
Using immersive 360° filming, the Rural Minds experience lets users step into daily farming life, exploring issues such as financial strain, weather dependency, and isolation. Dr Tsigarides, rheumatologist and chief medical officer at Revolve Labs, said: “The Rural Minds VR experience allows you to step into the boots of a farmer struggling with his mental health and truly shines a light on this difficult topic. As doctors, our training doesn’t emphasise the unique challenges that the agricultural community face, leaving us ill-prepared to identify and support those in need. This project hopes to change that by raising awareness, improving understanding, and ultimately saving lives through connection and support.”
James Forrest, chairman of the Felix Thornley Cobbold Agricultural Trust, said: “The Trust are proud to support this most worthwhile initiative. There has rarely been a time in recent farming history where mental health has been such a concern. The timing of this project could not have been more appropriate. If Rural Minds can help train the medical profession to better recognise symptoms in patients, or encourage someone that is experiencing mental health problems to seek help, then all the hard work and effort will have been well worthwhile.”
Integrating support through policy and training
The project complements current national strategies addressing mental health and suicide prevention. The UK Government’s Suicide Prevention Strategy for England (2023–2028) and the Department for Environment, Food and Rural Affairs’ Future Farming Resilience Programme both aim to improve early intervention and access to care in rural areas. These efforts build on the NHS Long Term Plan and the UK Food Strategy, which highlight the importance of tackling health inequalities outside urban centres.
The Rural Minds resource will be free to access. For those with VR headsets, local Integrated Care Boards can load the content for GP use, while an online browser version will be available for others. The project team is partnering with the Royal College of General Practitioners to distribute the training tool, and a farmer-facing version will be shared through rural mental health charity You Are Not Alone. Outreach sessions using VR headsets will also take place at agricultural events.
Dr James said: “The Rural Minds project is about listening to and standing alongside our farming communities. Behind the hard work and resilience of rural life, there can be real struggles with isolation, stress, and mental health. By raising awareness and creating practical ways for doctors to understand and respond to these challenges, we hope to make it easier for people to reach out seeking help.”
Hamish Mackenzie, Founder of Revolve Labs, added: “We’re honoured to be part of such an important initiative addressing the mental health crisis in UK agriculture. At Revolve Labs, we believe virtual reality has a unique ability to create moments of genuine understanding and reflection, helping people see the world through someone else’s eyes.”
Dr Tsigarides said: “By sharing lived experiences through Virtual Reality, we aim to highlight how isolation, financial strain, generational pressures and stigma continue to impact the well-being of farmers. We hope this event at the House of Lords will act as a springboard for national discussion on how agricultural and rural mental health can be better supported through coordinated policy. Our goal is to ensure that the unique needs of farming and rural communities are fully recognised, particularly around early intervention, access to mental health support, and education for healthcare professionals.”
He added that Rural Minds could help inform collaboration between DEFRA, the Department of Health and Social Care, and NHS England to reduce suicide risk and improve mental well-being in rural areas.