Charity or Patient Organisation Including Pro Bono
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After the pandemic, emergency services staff are 13 times more likely to attempt suicide, but over 50% less likely to take up support. Based on testimonial from frontline workers, we created a set of characters called The Feelings.
The Feelings sing about their mental state while they go through their daily routine. From a paramedic dealing with a case of cot death who cries in the toilet, to “Doctor Rising Dread” who “feels sick to my stomach when I lie in bed”.
The Feelings simplify complex emotions, so they are easy to recognise and to talk about.
Judges Comments
I loved this. Genuinely funny, engaging and unexpected — and a world away from the downbeat “head in hands” expressions of mental health we’re used to seeing.
Using lyrics and song to deliver a serious message and narrative is a fresh and unusual approach.
Loneliness is a significant problem in the UK, with 3 million people feeling lonely some or most of the time. One of the assumptions people make is that loneliness only affects those physically isolated, but you don’t have to be alone to feel alone.
Our idea, The Lonely Player, featured England footballer and CALM ambassador Declan Rice. Using both existing and new footage, we removed Declan’s opponents to visualise how loneliness can feel. With the message “Let’s tackle it together”, we encouraged those struggling to seek the support they needed.
The campaign included film, outdoor, social and PR activity.
Give Your Fanny Five is a campaign that makes checking your bits memorable, accessible and acceptable, showing why taking five minutes to look, touch or learn about your fanny could save your life.
When fanny cancer deaths are preventable, instilling good habits is vital and helps to spot symptoms sooner, which could be lifesaving. With this information at hand, we launched a city-wide awareness and education campaign with the goal of arming five hundred 18- to 25-year-olds with fannies with the fanny fundamentals.
Christmas. The most wonderful time of the year. But it’s a dangerous time for hearts — on Christmas Eve, heart attack risk rises by 37%. So Heart Research UK launched a special campaign starring a familiar character; someone whose stressful job, irregular exercise and poor diet puts his heart at particular risk on Christmas Eve — Santa Claus himself.
On the back of the campaign, visits to the Heart Research UK website increased by 117% on the previous year, and the number of new users increased by 223%. Helping to keep more hearts healthy over the holidays.
Mind needed a campaign that stood out by speaking to various under-represented audiences. We developed a co-creation platform, pairing upcoming Universal Music artists with people who had experience of mental health issues. Artists wrote and performed spoken word pieces telling the stories of lived experiences in authentic voices.
The call-to-action tagline “If this speaks to you, speak to us” encouraged them to reach out to Mind. From cinemas, TV, social media and out-of-home executions, we saw an eightfold increase in website visits, 28.3 million impressions and wide organic media coverage.
