Our Boys (Young Black Men and Mental Health Programme)
Client: NHS and Islington Council
Centred on a conceptual 4-minute hero film, the authentic, empowering and elevating campaign involves and speaks directly to the target audience to avoid reinforcing negative stereotypes. Instead, it sheds a light on the trusted support systems young men can already find within their community - their family, their school counsellor, their coaches, even their barber. The campaign received a positive response from local communities and national newspapers, gaining huge exposure for the programme, and continues to be used to engage young men, their families and key stakeholders across the system.