What We Believe

We believe that everyone has the right to access emotional support that is either free or affordable, available quickly, and without the need for long-distance travel.

We believe

that emotions are the products of our hormones: a reaction to events; a reaction that we only control if we consciously make a decision to do so.

We believe that emotions are not instructions on how we should think or feel – they are how we interpret the complex chemical signals that have evolved to help us survive.

We believe that misinterpreting the feelings and emotions we have is the major reason why people struggle with changing their attitudes, and then their behaviours, in order to improve their health and wellbeing.

We believe that peer-reviewed scientifically researched programmes can allow anyone to make changes to their attitudes and behaviours – and improve their health and wellbeing.

We believe that our primary rôle is to assist and support people who wish to change the reactions they have to their emotions, thus enabling them to change their behaviours and improve their health and wellbeing.

We believe that practising compassion, empathy and kindness for ourselves and for others makes us happier and healthier.



We believe that humans have evolved as social creatures

who need to share their concerns and anxieties. Therefore, the ability to share our difficulties should be something to which everyone, whatever their circumstances, has access.

We believe that, too often, people feel uncomfortable about accessing the support and advice they know they need. Therefore, we should strive to make everyone who comes to us feel comfortable, calm and secure.

We believe that people affected by a condition that causes them to have emotional pain should be prioritised exactly the same as they would be if they had physical pain.

We believe

that no-one should be declined support, guidance and advice because of their financial circumstances.

We believe access to emotional wellbeing, and guidance in strategising and managing a change in behaviours to improve health, should not be affected by direct or indirect discrimination.
  • Age
  • ethnicity
  • gender assignment
  • maternity and paternity
  • physical and emotional abilities
  • pregnancy
  • race
  • religion
  • religious or cultural belief or their absence
  • sexual orientation
  • indiscriminate applications of policies that disadvantage some people because of these reasons,

must not affect the availability of emotional support to anyone.

The need for diverse approaches in the style and content of support for different people should not be used as an excuse to deny it to anyone.

We believe

that social enterprise has an important rôle to play in many health challenges – such as body-fat and stress management – that have been subjected to poor advice over many years from for-profit organisations.

We believe that the health and wellbeing of humans is better served by prioritising sound scientific research and application, rather than the pursuit of profit.

We believe

that experiencing a physical or emotional challenge and suffering from a physical or emotional challenge are very different – and that a lack of understanding of the difference between these two factors is, often, detrimental to a successful therapeutic outcome.

We believe that, in many territories, the current systems for providing emotional support deliver much lower levels of care and support, to far fewer people, than could be the case with a reform of emotional care training and provision.

We believe that, in many territories, the pool of available qualified expertise in emotional wellbeing is poorly utilised, resulting in unnecessarily long waiting-times and poor local availability.