During the Pandemic, the world hailed emergency responders as “heroes” but in private, these heroes were suffering. Despite having incredibly stressful jobs, only 16% of frontline workers were seeking help for their mental health. Mind, the UK’s largest mental health charity, wanted to convince those whose job it was to help others, to get help for themselves.
In just two months, the campaign drove over 10,000 unique visits to Mind.org and remains one of the charity’s most successful outreach campaigns to-date.
Agency: McCann / Directors: Luke Seomore & Joseph Bull / ECD: Brad Reilly / CD: Daniele Pulega / Sr. Art Director: Michael Blakey-Milner / ACD Copy: Gavin Breyer
