The Project

This short commercial for MIND explores an unexpected moment in a couple’s mental health journey to deliver an important message for the charity.

The Brief

To produce a compassionate, sixty-second advert for Mind, to be released on World Suicide Prevention Day. The advert will encourage people to reconsider their perspectives on mental health, sparking fresh awareness and understanding.

Our Approach

We designed the film around a ‘penny-drop’ moment, giving the audience a sudden sense of realisation. Unlike many mental health awareness adverts that tend to emphasise the negative, we wanted our film to feel light and homely. There is a brief moment of tension, but we carefully balanced it to engage the audience emotionally without being too distressing.

The Result

Mind saw a 1552% surge in organic traffic compared to content in the previous 12 months.