First of its kind VR experience puts farmers’ mental health in focus

The innovative VR educational experience has been developed by three Suffolk doctors to address the growing mental health crisis among the UK’s farming communities.  

The Rural Minds Project uses immersive VR storytelling to highlight the lived experiences of farmers and rural workers. 

It has been created by Dr Jordan Tsigarides from the University of East Anglia (UEA) and GPs Dr Daniel James and Dr Richard West, in collaboration with Cambridge-based creative technology company Revolve Labs. 

The project is funded by the Felix Thornley Cobbold Agricultural Trust, a Suffolk-based agricultural charity, and will be showcased at the House of Lords next month. It is thought to be the first of its kind focused on mental health in agriculture. 

Rural isolation and hidden pressures 

Poor mental health remains one of the most pressing issues in UK agriculture. The Royal Agricultural Benevolent Institution’s (RABI) Big Farming Survey found that 36% of farmers are “probably or possibly” depressed, 47% report constant anxiety, and only 8% of women and 12% of men describe their mental wellbeing as good.  

The Farm Safety Foundation also reports that 95% of young farmers believe mental health is the biggest hidden problem facing agriculture today.  

Through immersive 360° filming and interactive VR experiences, Rural Minds places users directly into the everyday realities of farming life, exploring the challenges of financial strain, weather dependency, isolation, and generational pressure.  

The project aims to build understanding and empathy among healthcare professionals, policymakers, and rural organisations, while encouraging open dialogue about mental wellbeing with farmers themselves.  

Dr Tsigarides, rheumatologist and chief medical officer at Revolve Labs, as well as senior research fellow at UEA’s Norwich Medical School, 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, added: “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 that has gone into the initiative will have been well worthwhile. Often the most difficult step for anyone suffering is to ask for help in the first place, which can take great courage.”  

‘It’s about listening to and standing alongside our farming communities’ 

The resource will be free to access, and for those with headsets, such as local Integrated Care Boards, the content can be loaded onto them for use with GPs. There is also an online version that can be used on a browser for those without headsets. 

The project team is working with organisations such as the Royal College of General Practitioners to disseminate it as a training tool, while the farmer-facing version will be shared through organisations like rural mental health support charity You Are Not Alone. Outreach with VR headsets will also be done at events and through partner organisations.  

Dr James explained that the Rural Minds project is about listening to and standing alongside the 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. This project is about connection, community, and changing the conversation around suicide risk in agriculture,” he continued.  

Hamish Mackenzie, Founder of Revolve Labs, concluded: “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.  

“The Rural Minds Project exemplifies how immersive storytelling can drive real social change, and we’re proud to showcase this work both locally at this event and at the House of Lords this November as part of our ongoing mission to use VR for good.” 

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