ABOUT

Mental health communications don’t use language relatable to many audiences. So despite high awareness, access to support is low. Recognising that we may not be best placed to write authentically for all audiences, we developed a co-creation platform, reviewed by an advisory group. Upcoming Universal Music artists were paired with people of relevant backgrounds with experience of mental health issues - from shared Afro-Caribbean heritage to Welsh language speakers. Artists wrote and performed spoken word pieces to tell advisors stories in an authentic voice. The call-to-action tagline ‘If this speaks to you, speak to us’ encouraged them to contact Mind. With cinema, TV, social media and OOH executions, enquiries to Mind’s services increased by 40%, we gained 28.3 million impressions and wide organic media coverage.