I'm super proud to have created a campaign for charity SANE, who run one of the UK's most active mental health crisis phone lines.
People with depression tend to stay quiet about it, shutting themselves off from friends and family. Yet research has shown that talking about your depression is often the way to defeat it.
Our idea personified people’s depression. It doesn’t want the sufferer to talk about it, and in fact, wants to cut them off from help.
Your depression doesn’t want you to talk. But we do.
Our campaign launched with over 50 SANE ambassadors including James Arthur, Stephen Fry and Ruby Wax, going silent for 24 hours on social media, with only the typing icon posted.
Then during Mental Health Awareness week, our film directed by Youness Benali, launched across social channels and cinema, thanks to DCM.
World-renowned photographer Rankin photographed our hero image, which ran in outdoor media thanks to Clear Channel.
SANE are solely funded by donations, so it was amazing that so many talented people offered up their time and skills to help us make this campaign.
So far the response from the public has been overwhelmingly positive, which makes us realise why we do this. Added to that, the film has been getting positive reviews by our industry peers, with Hot shot of the month on Shots.net, and Pick of the Day on Dave Reviews.