SANE: advert-top-1 by iris

SANE, a leading mental health charity, is launching a national advertising campaign to encourage those struggling with depression to find their voice and call for help. Created by Iris, the integrated campaign will run across film (online & cinema), OOH and social. The film portrays a man being silenced by an unidentified intruder who covers his mouth as he struggles to answer the phone. The intruder is a metaphor for the man’s depression, who wants to stop him talking. The film ends with the line: 'Your depression doesn’t want you to talk. But we do.'

The social media campaign #LetMeTalk will see celebrities including Stephen Fry and Ruby Wax participate in a mass ‘day of silence’ on Twitter, with only the typing icon posted that day. After 24 hours the reason for their silence is revealed. On Instagram influencers will post images of themselves with a stranger’s hand across their face. The campaign film is subsequently shared with followers. The nature of depression can discourage people from talking about their illness, cutting them off from help. Yet research shows 69% of helpline callers found that talking to someone enabled them to cope better and feel supported, less anxious, and more in control. Through this campaign SANE is encouraging more people to get in touch.

James Arthur a SANE Ambassador, said: “People with depression tend to stay quiet about their condition. They shy away from sharing their struggles with colleagues, loved ones and friends yet it’s a proven fact that talking about your depression is often the way to defeat it”.

The campaign was created by advertising agency Iris, with the film shot by up-and-coming director Youness Benali through production company Sweetshop. The stills were shot by the award winning British photographer Rankin.