ABOUT

75% of adult mental illness begins before the age of 18. The Action For Children campaign wanted to emphasise the importance of spotting signs of mental stress early, especially in childhood. The idea was to show the sort of childhood moments that could trigger the beginning of mental illnesses that could of course continue to develop into adult life. Clients and agency wanted to encourage parents to think about their child's mental well being and make the issue of young mental illness relevant to society as a whole.