A comprehensive brand campaign for Mental Health Awareness Week, including illustration, animation, film, print and OOH. Using a mixed media design style and human focussed storytelling to celebrate the powerful connection between nature and mental health.
Challenge
Following the success of the previous year's campaign, the Mental Health Foundation asked us to create the identity for Mental Health Awareness Week 2021. Centred around the theme of Nature, the challenge was to inspire people to reconnect with the natural world while communicating the evidence linking nature with better mental health. The campaign needed to feel optimistic, inclusive and engaging, while working across national communications, fundraising, education and digital platforms.
Solution
As Creative Director, I led the development of a playful campaign identity inspired by the colours, textures and wildlife of the natural world. We created a rich illustration style, expressive animation and a flexible graphic system that could adapt across films, social media, educational resources and campaign materials. Every element was designed to make the campaign feel joyful, accessible and full of life, encouraging audiences of all ages to discover the positive impact that connecting with nature can have on their wellbeing.
Result
The campaign became the public face of Mental Health Awareness Week 2021, reaching audiences across the UK through digital, educational and fundraising channels. By transforming research into an engaging visual experience, the identity helped the Mental Health Foundation encourage millions of people to explore the relationship between nature and mental health, demonstrating how design can inspire positive behaviour as well as awareness.
