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Every Mind Matters


Public Health England



Positive Provocation

We positively provoked the mental health conversation by creating an unmissable and headline grabbing campaign, across multiple broadcast and precision channels. We ramped up the ongoing conversation and provoked action with 2.4m Mind Plans delivered to date.


1 in 6 people experience a mental health problem each week.

PHE created Every Mind Matters (EMM), a ground-breaking resource to empower people to look after their mental health and support others. At its heart is ‘Your Mind Plan,’ a digital tool that enables people to create their own action plan to help them take simple, practical steps to look after their mental health.

We were asked to persuade people to use the tool.


The conversation around mental health has increased in recent years. Following a pilot campaign, we discovered that many still did not know how to cope if they faced mental health challenges. This insight enabled us to refine our strategy. We focussed on empowering and driving the audience to action.

There were two key phases to the campaign.

The first was empower; focused on showing a broad audience that it is possible to look after their mental health by directing them to the digital hub, where they could complete a Mind Plan.

The second was respond, which drove people directly to condition-specific in-depth web modules based on the mental distress signals they displayed online.


Launched in the run-up to World Mental Health Day, we created an unmissable moment by releasing a short film written by Richard Curtis and directed by Rankin. Designed to galvanise and empower the nation to look after their mental health, it was narrated by HRH The Dukes and Duchesses of Cambridge and Sussex.

We worked with all major UK commercial broadcasters to air the film via a prime-time roadblock preceded by a co-created teaser spot to highlight the important moment to follow.

This was replicated across social media platforms and supported by an unprecedented coalition of partners from the commercial, charity and public sectors to ensure a presence on high streets and in public spaces.

A second strand of activity reached those facing specific mental health challenges and drove them to relevant support.


The launch reached 78% of adults in the UK, with the broadcaster partnership reaching over 7.5m people and created a national conversation around mental health.

PHE had a three-year target to get 1m adults in England to be better informed and equipped to look after their mental health, measured by the number of Mind Plans completed.

To date, the campaign has led to over 2.4m Mind Plan creations and reached the three-year target in under three months.

Of UK adults reached in the first week
Mind Plans completed

Growth Stories