Talking about mental health isn't easy. But a conversation has the power to change lives.
As a nation, we're not brilliant at talking about our mental health, or even just how we feel. When asked how we are, we often hide the truth behind stock phrases.
Our 2024 campaign highlights that what we say sometimes means something else. By emphasising this behaviour, we encouraged people to start conversations about mental health.
Our scripted TikTok ad got more than 17 million views, over 100k ❤️ and thousands of shares and comments.
Copywriter: Sav Evangelou
Art Director: Rick Blackburn
