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.
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.
