The Mental Health Foundation has a clear mission, to help people to thrive through understanding, protecting, and sustaining their mental health. For the second year we worked with with the UK based charity on their flagship annual campaign Mental Health Awareness Week. We helped to define the campaign objectives, key messaging and call-to-actions, and created the campaign branding. The theme for this year was Nature, and specifically the mental health benefits of spending time in and connecting with nature. The campaign style fed through a range of deliverables, including animation, supporter packs, OOH advertising, case study films, reports and social media content.
The biggest challenge in this campaign was creating a broad appeal that resonated with a very wide and diverse audience. The MHF was trying to reach literally every UK adult, a huge task but a worthy ambition to help as many people as possible at a time when we all need a boost to our mental health. The look and feel for the campaign, the messaging and the call to actions had to be accessible and appealing for them to reach and engage with the UK’s diverse population.
To make the visual style of the campaign appealing and relevant we used a mixed media approach of combining quirky illustrations, photography, film and bold hand drawn typography. This enabled us to create an adaptable campaign that resonated with each platform’s audience, no matter what their personal circumstances were. We also ensured that we showed a diverse mix of races, abilities and environments to help the content connect with everyone in the UK.
We worked with a typographer and hand lettering artist for the hand-drawn typography element, creating positive short messages that would uplift people and inspire them to find out more. These were used in a range of different ways, from the main campaign lock-up to a suite of social assets and print documents.
The Illustration style was playful and fun, showing a diverse range of people connecting with nature in a huge range of ways. These illustrations were used across all comms assets too, enabling the campaign to feel accessible and friendly in tone, while delivering serious content and guidance.
We created an animated hero film in the mixed media campaign style to help them share the message and talk about the importance of Nature to our mental health. The script had to be fun and engaging, to get across the seriousness of the message, but in an accessible and friendly way. The quirky, illustrative style mixed with filmed footage and photography makes a rich and widely appealing look that that enables the film to be accessible to a diverse audience.
Our work with the Mental Health Foundation enabled them to gain more reach and resonance this year than ever before. Through a bold creative style, clear and inclusive messaging, they have grown their following and, hopefully, helped a lot of people to improve their mental health through connecting with nature.
Some of the key highlights for this years MHAW were:
Thank you for your amazing work – it's been very important for growing us and Mental Health Awareness Week as a brand.