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Every year Racing Welfare runs a big campaign to support National Mental Health Awareness Week to promote education and understanding around emotional wellbeing. I was asked to produce a film to be shown on social media and across racecourses and other industry platforms over the course of the week. The aims of the video were to promote Racing Welfare and the services they offer and to reduce stigma and normalise preconceptions surrounding this sensitive topic. It would also encourage people to communicate and hopefully get people talking.

The idea is that the film would be split up into sections and a part a day would be released throughout MHAW, with the full piece being published at the end of the week.
The film would feature a “real” person, i.e. not an actor or dramatization, and would tell their true story. The target audience would be a nod to the racing community, however as mental health effects everybody the film would resonate with a wider audience – all sexes, all ages, all demographics. The tone would be serious, impactful, thought-provoking and moving – in no way would it trivialise the subject matter.