Idea: 'Sometimes means'.
Four core ads addressed the cost-of-living crisis, burnout, loneliness and depression. The 4th ad places the reader in the mind of all of us when we think someone may need support.
TikTok: 17 million views and 100,000 likes sparking over 1000 heart-wrenching comments.
The nation harnessed campaign assets and materials to start conversations. #TimeToTalkDay enabled the UK to help.
Mind's support teams were on standby to offer support.
Concepted, written and crafted as the writer with Rick Blackburn on art at McCann.
