Heroes

During the Pandemic, the world hailed emergency responders as “heroes” but in private, these heroes were suffering. Despite having incredibly stressful jobs, only 16% of frontline workers sought help for their mental health last year. Mind, the UK’s largest mental health charity, needed to convince those whose job it is to help others, to get help for themselves. We did with a targeted 360 campaign that saw real emergency responders reacting to actual comments, media headlines and commentary from the pandemic and urging them to visit a Mind website with help and resources tailored specifically to them. In just two months, Mind received over 10,000 unique visits to the site. 'Heroes' was Mind's most successful outreach campaign to-date and was shortlisted at the 2020 One Show.