Category: Charities & appeals
Client: MQ
Agency: Pablo
Production: Stink
Country: United Kingdom
Director: Greg Brunkalla
Production Company Producer: Malachy McAnenny
Executive Creative Director: Tim Snape
Copywriter: Tim Snape
Copywriter: Neal Colyer
Account Director: Catherine Cudd
Sound Design: Mad Planet
Photographer: Matt Holyoak
Head of Planning: Mark Sng
Media Agency: The Village
PR Agency: MHP Communications
VFX / Post Production: Time Based Arts
The 'We Swear' campaign from mental health research charity MQ is calling time on the unacceptable lack of progress in tackling young people's mental health, by asking Brits to give a **** about mental illness.
New figures from the charity show that four in 10 (42%) Brits have come to believe that mental illnesses such as anxiety and depression are now an inevitable part of life, such is the lack of understanding and action around mental health.
MQ: Transforming Mental Health is the UK’s first and only major mental health research charity. Its aim is to create a world where mental illness is better understood, effectively treated, and ultimately prevented though investment into mental health research.
The campaign channels the growing frustration people feel every day with the status quo in mental health. Not enough is being done to affect real change, so MQ is joining forces with celebrities including Gillian Anderson, Melanie C, Nicola Adams, Julia Bradbury and Cherry Healey to highlight the need for much more research to improve treatments and support for young people.
The bold new creative, developed by Pablo alongside MQ, features striking black and white images of the celebrities calling on the nation to ‘give a ****’ about mental illness in the young. The images, shot by renowned portrait photographer Matt Holyoak, will feature in digital ad panels on the London Underground network, tube panels, and digital and print advertising.
The stirring creative is supported by a brand new TV advert – voiced by actress Anna Friel - which was premiered on Channel 4 during The Undateables on Monday 16th January. Challenging the misconception that society is powerless to overcome mental illness and the way it shatters so many lives, the TV advert asks where the world would be without research by featuring some of the monumental advances in history such as space travel, which was achieved only through undaunted investment in science. The creative reaffirms MQ’s commitment to take on mental health in young people through research and calls on the public to support their mission and be part of the change.
From Monday 23rd January, the public will be able to show their support for mental health research by creating their own photo of support in the style of the celebrity posters, and by sharing them on social media using the hashtag #WeSwear.
Until then, the public can find out what they can do to help by searching MQ Mental Health.
The campaign, which will be followed in the spring by phase II activity that seeks to encourage mass participation fundraising, is underpinned by PR support from MHP, digital activity led by MQ’s in-house digital team alongside Wilson Fletcher plus outdoor and digital buying including a partnership with The Guardian, led by The Village Communications and MediaLab Group.