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Every Mind Matters: TV Channels Simultaneously Broadcast Groundbreaking New Film For The Nation’s Mental Health

Public Health England, in partnership with the NHS, launches Every Mind Matters, a new digital tool to enable people to take early action to look after their mental health.

  • The Duke and Duchess of Cambridge and The Duke and Duchess of Sussex have supported Every Mind Matters by voicing a special film, which features celebrities including Gillian Anderson, Davina McCall, Glenn Close, Freddie Flintoff, Professor Green and Nadiya Hussain.
  • Broadcasters came together to co-brand a roadblock across ITV, Channel 4 and Sky channels, at around 8:45pm on Monday 7 October.
  • The PHE campaign is a cross-agency collaboration from freuds, Wavemaker, 23red, M&C Saatchi, APS and Manning Gottlieb OMD, and is supported by a coalition of major brands, charities and employers, ensuring mental health dominates the conversation from launch day.

Public Health England, in partnership with the NHS, launches Every Mind Matters, a new way of empowering people to manage and improve their mental health.

The first-ever NHS-backed national campaign on mental health aims to get the public taking action to look after their mental health as part of their daily routines. The new Every Mind Matters platform enables people to create a personalised action plan to help manage their mental health, improve their mental wellbeing and prevent concerns from becoming more serious.

To mark the launch of the multimedia campaign, film director Richard Curtis has collaborated with photographer Rankin on a special three-minute film to drive a national conversation around mental health and set the public on a journey to taking action. UK broadcasters, ITV, Channel 4, Sky channels, Channel 5 and MTV, aired a co-branded trailer featuring Clare Balding, screened in a roadblock moment on Monday 7 October at around 8.45pm alongside the film. The broadcasters are amplifying the roadblock with a range of activity, from continuity announcements on Channel 4 to EPG takeover.

Rachel Bristow, Director of Planning at Sky Media said:

“Here at Sky Media we’re incredibly proud to be collaborating with the wider TV industry, Public Health England (PHE) and the NHS to help deliver such a vital message. TV is a cultural part of our daily lives and conversations, so to collaborate to help put such an important topic in everyone’s front room and start that conversation is incredibly significant.”

Chris Braithwaite, Agency & Client Sales Leader at Channel 4 said:

“We are proud to partner with Public Health England and the Every Mind Matters campaign, and committed to encouraging our viewers to talk about mental health. 4Creative was tasked with imaginatively creating awareness of anxiety, exhaustion being withdrawn and overwhelmed and to do that creatively via our everyday continuity announcements brings the message home loud and clear”.

Clare Phillips, ITV Director of Social Purpose added:

“This partnership shows the power of live TV to reach a mass audience and generate conversation across the country and ITV were extremely proud to be part of the launch.”

The launch film is narrated by Their Royal Highnesses The Duke and Duchess of Cambridge and The Duke and Duchess of Sussex, and features a cast of well-known faces, in addition to case studies, including Gillian Anderson, Glenn Close, Freddie Flintoff, Professor Green, Davina McCall, Jordan Stephens, Will Young, Sir Bradley Wiggins, Nadiya Hussain, Rob Beckett, Katie Piper, Joe Sugg, Sarah Taylor and Alastair Campbell.

Commenting on the campaign, Marketing Director at Public Health England Sheila Mitchell, CBE, said: “Tackling a huge challenge like changing the nation’s behaviour around mental health demands a big marketing solution, and we are proud of the coalition of ambassadors, major brands, charities and employers we’ve secured to support us in addressing this critical issue. Every Mind Matters has made its debut in a co-branded roadblock broadcast moment, supported by Channel 4’s continuity announcements and innovative digital marketing activity. That’s just the start of targeted activity to capture the public’s attention and drive positive action on our mental health.”

Film Director, Richard Curtis, said: “Freuds asked me to write a script for Public Health England’s Every Mind Matters campaign – and the idea was to get people to talk about mental health, and give them a simple and practical plan to help. It’s important not be afraid to open up about mental health – and most importantly, to say when we are feeling down, because there are simple things we can do about it. We all need help sometimes and we can all take action; we’re not alone and there are things we can do.”

Photographer, Rankin, commented: “Mental health is such an important subject. We all need to talk about it openly, but also start taking action and doing more for ourselves and others. The film I’ve worked with Richard Curtis on is hard-hitting, but it makes an important point that there are things you can do and Every Mind Matters is a great place to start.”

Every Mind Matters is backed by a coalition of mental health charities and champions, including Mind, Mental Health First Aid England, Time to Change and the Samaritans, while the NHS will also promote Every Mind Matters to patients and to its one-million plus workforce.

The campaign will target the implicit and explicit signals of mental health problems given out by online behaviour via search, social media and programmatic display activity, and will run time-targeted tailored messaging to reach stressed commuters, poor sleepers and other groups facing mental health challenges.
To coincide with the launch, PR activity will focus on the release of new data around how the public currently manage their mental health. Results from the new PHE survey reveal that more than eight in ten (83%) people have experienced early signs of poor mental health including feeling anxious, stressed, having low mood or trouble sleeping in the last 12 months. Over a quarter (27%) of people who experienced signs of poor mental health waited at least six months before taking action to manage their mental health, with three quarters (74%) of those who waited this long wishing they had done so sooner.

For more information, search Every Mind Matters or visit: www.everymindmatters.co.uk

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