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Mental health first aid ‘as vital as physical first aid’, says charity chief

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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.”

VC Gallery, High Street, Haverfordwest (Image: File)

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.

Get The Boys A Lift crew

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:

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.

Business

Festive fun as Milford Haven Christmas market returns to the waterfront

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Traders, lights and family entertainment to kick off Pembrokeshire’s Christmas season

THE FESTIVE spirit is coming to life in Milford Haven with markets, lights and family fun as the town gears up for a packed Christmas programme along the waterfront.

Milford Waterfront is preparing for a busy season of events, starting with an indoor Christmas market in the Link Building from November 21 to 23, featuring handcrafted local gifts and festive treats.

Lucy Wonnacott, head of communications and marketing at the Port of Milford Haven, said: “Every year the berth holder community, Milford Waterfront businesses and residents all get involved in making the whole place sparkle, so we encourage people to come and see their efforts and enjoy the lights, soak up the festive cheer, and visit the amazing businesses around Milford Waterfront.

“We’re delighted to host so many activities this festive season to support the independent business community here. There will definitely be something for everyone, and new to Milford Waterfront this year, the indoor Ice Rink at Sybil House will be very special – we’re looking forward to seeing everyone getting their skates on.”

The festive programme includes Santa by the Sea on December 6, when Father Christmas will arrive by RNLI lifeboat before heading to Milford Haven Town Hall for the town’s official Christmas lights switch-on.

The event, running from 12:00pm to 3:00pm, will feature live music, entertainment, face-painting and family activities.

Young artists aged three to twelve can take part in print-your-own Christmas card workshops at the Waterfront Gallery on November 22, 29 and 30. The sessions are free but must be booked in advance by calling 07949 763100.

From December 12 to 14, visitors can enjoy an indoor ice-skating experience at Sybil House, next to Phoenix Bowl. The synthetic rink will be open from 12:00pm to 8:00pm and is suitable for all ages.

The festive fun continues with Pure West Radio’s Purely Magical Christmas Grotto in the Link Building on December 7, 13, 14, 19, 20 and 21. Tickets must be booked in advance and include a visit with Santa and his elves, professional photography, chocolate gifts and more.

Throughout December, the waterfront will be illuminated by the annual Christmas Lights Competition, organised by Milford Waterfront, Milford Marina and Visit Milford Haven. The contest features decorated shopfronts, balconies and boats, creating a vibrant festive atmosphere across the area.

Visitors are encouraged to make the most of the season by staying overnight at the Tŷ Hotel Milford Waterfront, overlooking the marina, to enjoy the full Christmas experience.

More information about this year’s programme of events is available on the Milford Waterfront website.

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Business

Private care providers ‘making hay’ as plan to restrict profits ‘backfires’

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A WELL-INTENTIONED policy to restrict profits in children’s care in Wales has backfired, allowing remaining providers to “make hay” and double their costs, a committee has heard.

Jake Berriman, leader of Powys Council, warned an “unforeseen” consequence has left councils with no choice but to cough up because other providers have fled the sector.

In February, the Senedd passed a law aimed at “eliminating” private profit – with looked-after children only cared for by the public sector, charitable or not-for-profit organisations in future.

Cllr Berriman said the Welsh Government’s phased move to restrict profit has seen private providers leave the sector and others have simply doubled their costs.

“We have to pay because there is no choice within the market,” he warned. “I think they are making hay while it is there to be made and the sun is shining.

“We’re paying the price for that and that was unforeseen.”

Giving evidence on the Welsh draft budget to the Senedd’s local government committee on November 13, councils pointed to the increasing demand and complexity of social care.

Jane Gebbie, the deputy leader of Bridgend Council, said: “We’ve got one placement for one young person across Wales at the minute, that’s £20,000 per week – that is excessive.”

Mary Ann Brocklesby, the Labour leader of Monmouthshire Council, added: “We’d all like to say that’s unusual – it’s not, it’s becoming standard. I don’t think there is a local authority across Wales that is not facing that kind of singular cost pressure.”

Cllr Gebbie said people are rightly angry about council tax rises amid a cost-of-living crisis, with poverty increasing demand for public services across the board.

The Labour councillor warned funding for prevention and early intervention has been cut over the years, with councils forced to focus on statutory services.

Cllr Berriman said: “There’s a great deal of nervousness around the potential of a roll-over budget of around 2%. Even at the 2.5% that has been modelled, that is opening a gulf – a shortfall in budget projections due to in-year pressures.”

He warned of £560m of pressures, “which clearly won’t be covered” by the 2.5% average increase for councils proposed in the Welsh Government’s draft budget.

Cllr Berriman added: “We’re looking nervously across the border at authorities in England which have had section 114 notices [effective bankruptcy] on them and we’ve seen the devastating effects that has as those authorities lose control over their budgets.”

The Liberal Democrat stressed: “We want to avoid that at all costs.”

He called for a “meaningful” funding floor to ensure no council receives an increase less than a certain amount, “reducing the impact of winners and losers out of the settlement”. Ministers have proposed a 2.3% funding floor in the 2026/27 draft budget.

Calling for an increase of at least 4%, Cllr Brocklesby told the committee council tax makes up nearly 40% of Monmouthshire council’s revenue and “we cannot keep increasing it”.

She said councils are expecting no let-up in constraints before the 2027 local elections.

The councillor told Senedd Members: “A roll-over budget, with a 2.5% increase, doesn’t give us confidence that we will be able to collectively meet all the challenges.”

The Welsh Local Government Association (WLGA) has warned of a funding gap of £436m based on a 2% increase, the equivalent of 14,000 jobs or a 22% average council tax hike. Adjusted for the proposed 2.5% increase, the budget shortfall would be about £400m.

Cllr Brocklesby also expressed concerns about increasing national insurance costs, which the Labour Welsh and UK Governments have only partially covered.

She told the committee: “It does mean we have to consider various cost savings across the board, including looking at our workforce. For some councils, that will lead to redundancies… in others it will result in reduced services.”

Cllr Berriman added: “Those frontline services, as ever, are suffering this year and will be suffering next year as a result of this unexpected cost and other cost pressures.”

He warned of a “painful picture”, with every 1% less in the settlement from central government resulting in a 3% council tax increase in Powys.

The council leader told the committee: “The cost pressures… are such that we are diminishing the local government offer and we just can’t carry on on that basis.”

Asked how councils will bridge the estimated £400m gap, Cllr Gebbie bluntly said: “I think the Welsh Government needs to tell us what they don’t want us to do.”

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Community

Family bingo night to support Pembroke Borough Under-14s

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A FAMILY night of festive bingo will take place in Pembroke Dock next month to raise funds for Pembroke Borough’s Under-14 football squad.

The event, organised by Pembroke Borough AFC, will be held on Thursday, 5 December, with organisers promising an evening of fun suitable for all ages. The fundraiser will take place at The Quinns Function Room on London Road, Pembroke Dock (SA72 6DT).

Doors open at 6:30pm, with the first game starting at 7:00pm.

The night will feature a full bingo programme led by a festive-themed caller, along with family-friendly prizes and refreshments. All proceeds will go directly towards supporting the Under-14 team with equipment, travel and match-day costs for the season ahead.

A spokesperson for the club said the evening will be “a great chance for the community to get together, have some fun and support the youngsters who represent Pembroke Borough every week”.

All are welcome, and organisers are encouraging local families and supporters of grassroots football to come along, enjoy the night and help make the fundraiser a success.

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