EVERY MIND MATTERS
NATIONAL INTEGRATED LAUNCH CAMPAIGN FOR PUBLIC HEALTH ENGLAND
Doing something that’s never been done before is never easy, and this project certainly tested that maxim. The brief for us was to create a 3 minute film to be broadcast concurrently at primetime, across all terrestrial channels (and Sky), used to launch Public Health England’s national campaign on mental health awareness.
Working closely with Rankin, my creative partner and I, came up with and developed a creative treatment that built on the initial script written by Richard Curtis on the act of smiling.
It took over a year to creatively develop and produce, shooting across multiple locations, with lots of different people, but the result made it worth it. With over 700,000 people creating their Every Mind Matters ‘Mind’ Plans online, it became one of the biggest public engagements PHE has had from one of their launch campaigns.