Purpose Awards EMEA 2020: Best use of Celebrity and/or Influencers

Winner: freuds

Purpose Awards EMEA 2020: Best use of Celebrity and/or Influencers

Winner: 'Every Mind Matters' by Freuds for Public Health England & NHS England

This campaign sought to publicise a new evidence-based online mental health tool from Public Health England and NHS England.

It was based on the understanding that before people use an online resource, they need social opportunity (a socially sanctioned chance to self-identify) and increased psychological capability (the belief that 'I can do this'). 

The campaign focused on varied, high-profile figures talking about their mental health and how they manage it. These included The Duke and Duchess of Cambridge and The Duke and Duchess of Sussex. By acknowledging those in the public eye admit mental health problems, the campaign gave the public confidence to do the same.

A film from Richard Curtis, directed by British photographer Rankin and narrated by the royal quartet, featured famous names such as Gillian Anderson, Professor Green and Davina McCall.

Other action included delaying all Emirates FA Cup Third Round matches by one minute to inspire fans to ‘Take a Minute’ during the airing of a film narrated by The Duke of Cambridge and featuring current and ex-players.

The three-year goal of reaching one million personal 'action plans' was reached within three weeks. The nationwide PR campaign returned over 2,000 pieces of coverage, reaching 109m people on social media. Coverage of the crucial C2DE demographic was extremely high, reaching 75 per cent of this audience.

Shortlisted:

'The National Lottery’s 25th Birthday' by Freuds for National Lottery

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