who: world mental health day campaign 2021
Key visual
We pitched for and won the opportunity to collaborate with the World Health Organization on their 2021 World Mental Health Day campaign. The brief was to talk openly about how the pandemic affected people’s mental health and highlight how vital it is that everyone has access to the support they need.
At the heart of the campaign were seven short films featuring six incredible people from Pakistan, Nigeria, Ireland, Fiji, India, and Argentina. Arsha, Toluse, Helen, Jordan, Laxmi, and Sebastian shared their personal stories with us, speaking openly about the mental health challenges they faced during the pandemic, the importance of the support they found, and their hopes for the future of mental health care.
The videos were all filmed remotely, with us directing and interviewing from our homes, while local DPs in each country filmed in line with lockdown restrictions.
Given the isolation and distance we all experienced during lockdown, we wanted the art direction for the campaign to convey connection and support. The amazing Annie Louis Design created the ‘Caring Hands’ visual language, which was brought to life across the films and her designs for the social posts, campaign page, and online leaflets – amplifying the message that mental health care is a fundamental right for everyone, no matter who they are or where they are in the world.
Role: Concepting | Creative Director | Interviewer | Joint Director | Story Editor | Music sourcing
Deliverables: Creative platform | 7 campaign films | Guidance leaflets | Social posts
Hero film
Arsha’s story
Toluse’s story
Helen’s story
Jordon’s Story
Laxmi’s story
Sebastian’s story
social posts
downloadable guidance leaflets
