Every Mind Matters


Every Mind Matters, freuds / Public Health England & NHS England
The Government’s first-ever mental health campaign succeeded in connecting 1.6 million people to much-needed advice services, while reframing the mental health conversation.

One in four adults in England tackle mental health problems. With demand for services rising, freuds was tasked with generating mass engagement with a new online tool created by Public Health England and the NHS. This was designed to reach the thousands of people too afraid to seek help, and encourage the public to create a personal action plan with simple steps to protect their wellbeing.

freuds’ strategy centred around encouraging public figures of all ages and ethnicities to admit to mental health problems, calculating the public would then have the confidence to do the same.

The agency sought the backing of the Royal Family’s ‘Fab Four’ – the Duke and Duchesses of Sussex and Cambridge, William, Harry, Kate and Meghan because of their personal and charitable connections – an approach that galvanised other leading celebrities to give their time for free. The campaign purposely crossed ethnicities and demographics, allowing cut through in hard to reach groups, with participants including: Gillian Anderson, Nadiya Hussain, Jordan Stephens, Andrew Flintoff, Professor Green and Sir Bradley Wiggins.

The results demonstrated an astonishing impact with the campaign’s three-year goal of 1 million action plans reached in just three weeks.

The success of the campaign with key hard to reach audiences, including men from C2DE groups, proved transformational in raising – previously hidden and seldom discussed – daily actions that can be taken to improve mental health.