Ad of the Day: Gillian Anderson, Mel C and a host of other celebrities 'Dare to Swear' at mental illness
Mental health research charity MQ has teamed up with Channel 4 and a host of illustrious actors, Olympic athletes, presenters and social media celebrities to encourage people to ‘Dare to Swear’ about mental health.
Debuting during last night’s ‘The Undateables’ on Channel 4, MQ’s powerful spot illustrates how the power of science and the collective will of society has proved the impossible can be made possible, however daunting the task.
Created by Pablo, the campaign looks to challenge perceptions of mental illness, moving from simple awareness and understanding to striving to find new and innovative solutions to the problem.
“Our profanity-themed proposition of ‘we swear to take on mental illness if you swear to help’ came from the utter frustration and shock that you feel after finding out three children in every class room will have a diagnosable mental illness and yet we’re not investing enough finding out why,” explained Pablo executive creative director, Tim Snape.
“We hope the campaign is empowering and hard-hitting enough to make an impact, in the same way that MQ will make an impact on mental illness.”
In addition to a video-on-demand push voiced by Anna Friel, MQ has also recruited the likes of Gillian Anderson, Mel C and Nicola Adams to front an outdoor, press and online activity.
To keep up to date with the latest advertising, creative and design work from around the globe visit The Drum's Creative Works homepage.