The Brief
YoungMinds, a youth mental health charity, wanted to develop a platform and campaign where they could highlight the youth mental health crisis – where children and young people, in order to get any help, must have attempted suicide to be deemed ‘serious enough’.
The campaign sought to bring awareness and call for stronger government action over mental health services for young people.
The Insight
Every generation has had it bad in their own way, sure. But no other generation had social media to bring them down as well, where every little negative thing in the world can be at your fingertips. A constant feeling of dread was felt by young people with mental health issues, who described their feelings as pointless, and over-burdened by lots of pressures, internally and externally.
The Idea
We knew that the pressures young people face are not theirs alone – so we created a platform, ‘We are not alone in this’, which aimed to make young people realise it’s not just them fighting for change. ‘Allies who get it’ were a key audience group, so we created a stunt where a young person who was ‘crushed by a million pressures’ was gradually revealed, the more that ordinary people helped take away their burdens.
The ‘burdens’ were created in partnership with over 1,000 young people, to highlight in their own way the mental health burdens they face.
Results
– Campaign ad of the day
– Broke all sign-up and campaign records for YoungMinds
