EVERY MIND MATTERS

Digital, social and TV campaign for the NHS 'Every Mind Matters' raising awareness of mental health issues and how to seek advise through the NHS. My initial involvement in the project was to create 12 social media posts to highlight the various aspects of the 'Every Mind Matters' which were Anxiety, Low Mood, Sleep and Stress. These where divided into two sections, Empowerment and Respond. The campaign had many celebrity endorsements and ambassadors for the charity, who were involved in the much wider mental health awareness initiative. Each celebrity had a hero advert where they would take centre stage and be the main focus of the messaging. Each advert had a mixture of celebrities, creating an ecosystem or community which ran though the campaign, reinforcing the message that you are not alone and many people are suffering from mental health issues. The adverts were a mixture of spoken and typographic messaging, or close ups with no voice over and messaging. This was designed with social media habits in mind.
Using a simple but effective use of monotone (negative) and colour (positive), each advert delivered a positive message and clear call to action.  

Following on from the social media posts, I helped create and develop one of the tv spots for the campaign. Working closely with the creative director and campaign manager, I created several video edits with different scripts and footage.
Although it was still heavily cut with celebrities, the final edit also conveyed a more 'everyman' approach, reaching out and connecting to the wider public. It followed the same structure as the social campaign, utilising the balance between monochrome and colour for emphasis on the shift in mood.