Pembrokeshire groups back call for greater awareness and local support

ON WORLD MENTAL HEALTH DAY, St John Ambulance Cymru’s Chief Executive Richard Lee has underlined the importance of equipping people with the skills to help others experiencing mental health issues — not just physical injuries.

It’s a message that Pembrokeshire’s own mental health organisations, Get The Boys A Lift and The VC Gallery, are already putting into practice in their communities.

Richard Lee, who joined the charity in 2024 after decades of service in healthcare, the armed forces and the NHS, said first aid must evolve to meet the needs of modern Wales.

“Much of the syllabus is still rooted in 1970s Britain, with heavy industry, car factories and coal mines,” he explained. “But workplace incidents look different now. We need to equip people to respond not just to physical injuries, but also to mental health crises.”

That shift is already influencing event medicine. “At large concerts or festivals, we’re seeing more people who are simply overwhelmed,” he said. “Our teams need to be prepared for that just as much as for physical injuries.”

A leader shaped by service

Lee’s career has taken him from the battlefields of the Gulf War to the heart of the NHS — and from leading the Covid-19 vaccination effort in England to championing community first aid in Wales.
A registered paramedic for 30 years, he still volunteers on the frontline.
“One of the chapters in the Richard Lee Book of Leadership is: get out, find out what’s going on, and be part of it,” he said. “If I’m at an event, I see firsthand the frustrations and successes. That’s how you understand the organisation.”

Having served as a medical assistant in the RAF and later rising through the ambulance service ranks, Lee believes leadership is never a solo journey. “There’s no such thing as a self-made leader,” he reflected. “We’re all a product of the people we’ve worked with, and in healthcare, the patients we’ve looked after.”

Since taking up the role as St John Ambulance Cymru’s fifth chief executive in five years, Lee has focused on stability and vision. A consultation with more than 500 people across the organisation shaped a five-year strategy built around four priorities: improving the experience of staff and volunteers; preparing young people for health careers; expanding community education in lifesaving and mental health skills; and ensuring the charity remains inclusive, sustainable and financially secure.

“Mental health first aid saves lives,” he said. “It’s every bit as important as knowing CPR.”

Local heroes in Pembrokeshire

In Haverfordwest, Get The Boys A Lift has been living that message for years. Founded by friends after losing loved ones to suicide, the charity runs a coffee shop and clothing store on Dew Street that doubles as a safe space for people to talk.
Every coffee and T-shirt sold helps fund free counselling sessions for anyone who needs them.
The team’s motto is simple: make talking about mental health as normal as talking about the weather.

Across town, The VC Gallery — founded by veteran artist Barry John MBE — uses art, creativity and community projects to tackle isolation and poor mental health among veterans, families and vulnerable people.
Through workshops and exhibitions, it offers people purpose, connection and recovery.

Both organisations, alongside national partners like St John Ambulance Cymru, show that mental health support doesn’t just happen in clinics — it happens in cafés, art studios and everyday conversations.

Looking to the next 150 years

As St John Ambulance in England approaches its 150th anniversary in 2027, Lee wants to ensure that St John Ambulance Cymru is ready for the next 150 years.
“This is a once-in-a-generation opportunity to shape the future,” he said. “Why wouldn’t you want to be part of that?”

To listen to the Just in Case: Stories from St John podcast, visit Apple Podcasts or Spotify.
For details on Mental Health First Aid courses or volunteering opportunities, visit www.sjacymru.org.uk.

For local support, contact:

• Get The Boys A Lift: www.gtbal.co.uk or visit the coffee shop, Dew Street, Haverfordwest.
• The VC Gallery: www.thevcgallery.com or call 01437 765873.
• Mind Pembrokeshire: Drop-in centre, 2 Perrots Road, Haverfordwest – Tel 01437 769982.
• Pathway Pembrokeshire Counselling: www.pathpembrokeshire.co.uk.

If you or someone you know is in crisis, help is available 24 hours a day:

• Samaritans: 116 123 (free) – www.samaritans.org
• CALL Helpline Wales: 0800 132737 or text HELP to 81066
• Mind UK Info Line: 0300 123 3393
• Shout Textline: Text SHOUT to 85258 for free, confidential support.
• NHS 111 (option 2) for urgent mental health support in Wales.