By Gillian West | Social media manager

July 5, 2013 | 3 min read

The BeatBullying Group (BB Group) is to offer online support to young people across the country with the launch of a new mental health charity, MindFull.

To support the launch of the charity that will give 11-17 year olds access to online professional counselling, support and advice, M&C Saatchi has created an integrated campaign complete with animation from th1ng to raise awareness of the new service.

“MindFull is a direct result of the feedback that we have been given by thousands of young people in the UK, who tell us they want the flexibility and convenience of an online service… this brilliant campaign will help spread the message that it is OK to have a lot on your mind, and that talking about it will help,” said Emma-Jane Cross, chief executive at the BB Group.

From today (Friday 5 July) the creative will feature nationally across TV, cinema, print and digital targeting the core audience of 13-14 year olds, but also reaching out to 11-17 year olds.

The 30” TV and cinema ad features a young person with a lot on their mind, visualising the anxieties within a young boy’s head, bringing them to life using graphic animation. Using insights from young people the ad shows the boy’s head engulfed in storm clouds (depression), being swallowed up by his screaming mouth (anger), getting fatter and thinner (body image), and drowning (loss of control). The ad closes with a closes with the call to action: ‘Let it all out’.

Orlando Warner, associate creative director at M&C Saatchi and a recently appointed patron of the BB Group, commented: “MindFull is filling a vital gap in the charity space, offering support to young people who might not be able to get the help they need from more mainstream charities; but whose worries are still having a hugely negative impact on their lives. This brutally simple campaign will raise awareness of the MindFull offering, encouraging young people to make use of this great service.”

The press campaign, illustrated by the artists Will Barrass, Finger Industries, James Joyce and Sam Brookes, follows a similar theme featuring interpretations of having a ‘full mind’. More than 40 artists submitted work for the project with the full collection to form part of a silent auction and exhibition that will coincide with World Mental Health Day on 10 October, raising funds for MindFull.

Beatbullying Public Relations Drum News

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