World Mental Health Day · Public sector
A subject everyone cared about and nobody knew how to open
Shropshire Council wanted to mark World Mental Health Day with something the whole community would actually turn up to.
The problem
Campaigns on this subject tend to arrive either clinical or bleak, and people walk past both. It mattered to everyone in the county, and nobody had an easy way in.
See
Campaigns on this subject arrived either clinical or bleak, and people walked past both. Working with the Enable team at Shropshire Council, we looked for what would actually get a whole county to turn up.
- Audience research
- Campaign review
Shift
We moved the subject from mental health to conversation and creativity, which is both what actually helps and what people will turn up for. It gave the whole county an easy way in and made a difficult thing approachable rather than avoided.
- Event proposition
- Campaign strategy
Build
We worked with the enable team at Shropshire Council to design an identity and marketing campaign that gave the subject a vibrant personality, making it more approachable and getting the community talking.
- Visual identity
- Campaign assets
- Print & signage
- Social content
Move
A bright, welcoming identity that made a difficult subject more accessible to all, and brought the community together around creativity and conversation.
- Launch
- Community activation
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