THE PROBLEM

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With mental health plummeting to new lows across the UK after a series of isolating lockdowns, Mind needed more support than ever to carry out their lifechanging work. They also needed to marry a direct response ad with brand activation - they needed to sell in their new proposition, The Fight for Mental Health, whilst raising lots of money to support the people who needed them.

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THE SOLUTION

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An emotional, authentic, eyes-to-camera appeal for support from actors portraying real stories from real Mind beneficiaries. A script that ties three stories together, seamlessly, to portray universal struggles we are all facing, together, and to capture the scale of the support needed. Combined with a clear and urgent call to action. The original concept was of course born from the flames of our proposition, 'the fight for mental health', a theme threaded throughout the ad.