British charity Mind has launched a new multi-platform campaign to promote Mental Health Awareness Week that seeks to change the way we think and speak about mental health.
Spearheading the campaign will be two one-minute spots featuring musical artists Jords and James Smith, of Leeds band Yard Act, who will narrate spoken word poetry written by Rohan and Mel, people who have been helped by Mind’s services.
The ads urge anyone who can identify with the feelings expressed in them to contact Mind saying: “If this speaks to you, speak to us.”
The mental health charity work with the Publicis-owned Langland agency to create the campaign, which will run the spots across London cinemas, and social media platforms Snapchat, Instagram, Facebook alongside YouTube and Spotify.
An out-of-home digital and print campaign will additionally run across the London underground, with many billboards across the network featuring Mental Health Awareness Week content.
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This will be the first campaign created by Langland for Mind, after it was appointed as its creative agency of record in March this year. The campaign is set to run until the end of this month.
“This campaign aims to shift this pattern and connect people through spoken word. Through poetry, lived experience can be shared in a way which others will recognise and empathise with,” Langland chief executive, Victoria Wright said.
“We know from our research that when people see some of themselves in this type of content, they are more likely to seek support – our end goal is to connect people with Mind to get the help they need.”
Mind associate director of communications, Jennifer Walters added: “If these stories speak to you, speak to us. You might not have the same diagnosis as Rohan or Mel but what they’ve been through might resonate with you.
“The most important thing to remember is that you don’t have to face these feelings alone. If you’re going through a difficult time or are struggling with how you’re feeling, Mind is here for you.”
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