The agency was brought in to lead the first national government campaign on mental health, with the goal of generating mass engagement with a new, evidence-based mental health tool, created by PHE and endorsed by NHS England.
Take me back to the PRWeek Awards 2020 winners page
The goal was to prompt a million people to use the tool and create a personalised action plan within three years.
Freuds asked Love Actually writer Richard Curtis to script a three-minute film, which was directed by celebrity photographer Rankin and narrated by the Duke and Duchess of Cambridge and Duke and Duchess of Sussex.
The film featured a diverse range of people affected by mental ill-health, including Gillian Anderson, Nadiya Hussein and Freddie Flintoff; but it gave equal standing to non-celebrity case studies.
Cuts of the film were created in formats appropriate for all marketing channels, including TV ads and social content.
On launch day, broadcasters came together to co-brand a roadblock across ITV, Channel 4 and Sky channels at 8:45pm to play a one minute cut of the film.
The target audience was those with emerging or milder mental health issues, rather than those who would require clinical interventions.
The campaign achieved its three-year target of one million ‘Mind Plans’ within less than three months and the PR campaign around the film generated 2,000 pieces of coverage. It reached an estimated 110 million people, including 75 per cent of the crucial C2DE demographic.
The agency capitalised on the momentum of the campaign with further waves, including inspiring football fans to ‘Take a minute’ to consider their mental health ahead of a crucial match – eventually pushing the number of completed ‘Mind Plans’ to 1.6 million.
Judge's comment
Brilliant, integrated campaign – which really maximised use of celebrity.
Highly commended
PPI, the final countdown by Kindred for the Financial Conduct Authority
Following the misselling of payment protection insurance for decades, the FCA set an August 2019 deadline for consumers to get their money back. Kindred’s job was to raise awareness of this and drive people to the FCA’s website to seek help and redress, with millions answering the call following a concerted media campaign.
Shortlisted
Life on Mars by Tin Man for The Institution of Engineering and Technology
Army confidence lasts a lifetime by Karmarama, for the British Army and Capita
Operation Yuletide by Humberside Police
Breck's last game by Affixxius Films for Leicestershire, Northamptonshire, Surrey & Essex Police
