Mental Health Awareness Week 2023
Creativebrief
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It’s now suggested that over 1 in 4 people will experience a mental health disorder each year in the UK, with almost 40% of these people saying it is worsened by their financial situation. (Mind.org.uk)
It is important for this year's Mental Health Awareness Week that we acknowledge the relationships between the prevalence of mental health and the rising cost of living. The concern of watching as costs spiral can be difficult to bear and the worry of how to get by and support loved ones as the pressure piles on. But for so many, looking after our mental health is often last on the list. As seen in the most recent All In Cenus, a third of respondents were affected by stress or anxiety and for 14%, that stress/anxiety was primarily work-related.
It is because of this, that sometimes we need a gentle reminder to look out for ourselves and become aware of the not-so-obvious signs that someone is struggling. So far this year, we have seen some amazing campaigns which encourage people to do just that, from fundraising to awareness ads. Mental health is very personal to each individual and therefore the ads that stand out for some may not for others. This year we have asked a few members of staff from the Creativebrief team to give us examples of authentic, best-in-class marketing campaigns which best represent mental health for them:
Publicis.Poke x Buxton
"The Buxton Water 'Sweat and Tears' short film by Publicis Poke encourages us to put our mental and physical health first through exercise and hydration. I love how the film takes us through the highs and lows that we all go through in life and reminds us to stay hydrated through these moments as “sweat cools us down when things get heated" and "tears free our feelings into the world.”
- Sophia's pick:
- Publicis.Poke
eight&four x Mind
"Nearly 80% of suicides in the UK are men, yet males make up less than half of NHS therapy referrals. 1 in 8 men also admit to suffering from some form of mental health. eight&four used a hard-hitting social media approach to highlight this issue."
- Ben's pick:
- eight&four
CPB London x Asics
"Creating space in a world where a growing number of women feel they have none is a huge challenge. Yet the ‘She Breathes’ campaign from Asics, created by WMN, the female-forward studio which is part of CPB London, beautifully brings to life how movement can deliver the space to breathe."
- Nicky's pick:
- CPB London
Edelman x Sinch #Text For Humanity
"Edelman's 'Text for Humanity' campaign was a great idea from a B2B tech solution provider who wanted to create a positive impact in the world knowing the possible links between social media and smartphone usage with poor mental health. It was the world's first texting switchboard, where anyone could send a positive text to a stranger and receive one in return. It launched on Blue Monday 2020 and the service is still live and available to anyone who wants to make a stranger somewhere in the world feel just a little bit better."
- Steph's pick:
- Edelman
MSQ x Childline
"A really important campaign that leans into the often unspoken truth that we all feel like we don’t “fit in” one way or another. A beautiful, stop-motion animation that helps speak to young people who need support."
- Kath's pick:
- MSQ
Seven Stones x CALM
"Using the platform of a combat sport, this incredible depiction showcases the struggle of mental health, a battle that often goes unnoticed. The highly acclaimed match between Tyson Fury and Deontay Wilder, particularly the iconic round, provides a powerful imagery of overcoming this adversity. As Fury is a well-known advocate for mental health, he is the perfect spokesperson to raise awareness on this critical issue."
- Sam's pick:
- Seven Stones