Every Mind Matters is being promoted heavily via the first-ever NHS-backed mental health campaign which will include the one-off coordinated broadcast of a short film written by Richard Curtis and directed by Rankin which will raise communicate its message via a raft of celebrity voiceovers from the likes of Gillian Anderson, Nadiya Hussain and Davina McCall.
Those who answer this messaging will benefit from a new platform enabling people to create a personalised action plan for people wishing to take early action to improve their mental wellbeing. This dovetails with the run-up to World Mental Health Day and follows research carried out by PHE showing that 83% of the public have experienced signs of poor mental health over the past year, with 27% of those delaying action by six months or more.
PHE marketing director Sheila Mitchell, CBE, said: “Tackling a huge challenge like changing the nation’s behaviour around mental health demands a big marketing solution, and we are proud of the coalition of ambassadors, major brands, charities and employers we’ve secured to support us in addressing this critical issue.
"Every Mind Matters will make its debut in a co-branded roadblock broadcast moment, supported by Channel 4’s continuity announcements and innovative digital marketing activity. That’s just the start of targeted activity to capture the public’s attention and drive positive action on our mental health.”
ITV, Channel 4 and Sky will collaborate in this initiative which will see the film screened live across each network from around 20:45 tonight.
The advertising industry has taken strides to improve awareness but has been accused of letting down its own workforce.