Mental health charity Mind has launched a nationwide campaign that hopes to change the way we talk about mental health.
The spot uses spoken word poetry to help convey Mind’s ambition that anyone experiencing poor mental health might see themselves reflected in the stories being told and take the first steps by reaching out to the organization for help.
The launch also marks the first collaboration between Mind and creative agency Langland, which was appointed as part of Mind’s recent brand overhaul, which also included an updated logo and visual identity.
“Our strategy for better mental health served us well for many years, but at the onset of the pandemic we realized we needed to think about presenting our strategy more boldly,” Jennifer Walters, associate director of communications at Mind, previously told The Drum.
To ensure the campaign is authentic, it tells the stories of two people with lived mental health experience who are connected with Mind. As self-expression can be challenging, Mind and Langland partnered with Universal Music Group and performing artists Jords and James Smith (Yard Act) who helped authors Rohan and Mel tell their stories.
“One in 4 of us will experience mental health problems every year. This suggests that we all know someone who will – or we will ourselves – struggle with mental health at some point in our life. Yet it is still a conversation that too often goes unspoken,” comments Victoria Wright, the chief executive officer of Langland.
“This campaign aims to shift this pattern and connect people through spoken word. Through poetry, lived experience can be shared in a way that others will recognize and empathize with. We know from our research that, when people see some of themselves in this type of content, they are more likely to seek support. Our end goal is to connect people with Mind to get the help they need.”
Walters adds: “If these stories speak to you, speak to us. You might not have the same diagnosis as Rohan or Mel, but what they’ve been through might resonate with you. Their stories touch on isolation, loss of control and feelings of judgement – things we can all relate to on some level.
“The most important thing to remember is that you don’t have to face these feelings alone. If you are going through a difficult time or are struggling with how you’re feeling, Mind is here for you.”
Supported by MediaLab, the campaign can be seen in cinemas across London for the remainder of May, as well as across the London transport network and on social media.