Every Mind Matters

Unhelpful Thoughts

Brief

The NHS ‘Every Mind Matters’ campaign runs to provide support and advice to a wide range of individuals tackling issues linked mental wellbeing.

Following our work with Public Health England and their ‘Rise Above’ campaign, we were briefed to develop a new animation series for young people that would help them tackle unhelpful ways of thinking.

Approach

Working with young people to test messaging and creative styles, we landed on a stylised animation route that blended our in-house design team’s ideas with sources of inspiration suggested by our audience group representatives.

We worked through the three initial topics of the series and aimed to place each one in relatable scenarios that young people had told them they often went through. The scripting of the animations was also developed in collaboration with our audience, ensuring the language used would resonate with them and at the same time, get across the learning around the various mental wellbeing solutions we were recommending.

Results

The animations have proved extremely successful with the audience, showing our route worked to provide clinically-backed mental health guidance in a way that that did not seem didactic, out of touch or hard to understand.

The series continues to be popular across social media channels, as well as the Every Mind Matters website. Work is already underway on the next suite of episodes.