Every Mind Matters

freuds Health & Behaviour Change

Agency: Public Health England

Freuds was briefed to help deliver Every Mind Matters, the Government’s first mental health campaign to change people’s perceptions of mental health.

To do this, freuds developed an outstanding through-the-line campaign involving the launch of a major PR film featuring global talent and an historic first which saw all Emirates FA Cup Third Round matches delayed by one minute encouraging fans to ‘Take A Minute’ to look after their mental health.

The campaign has driven and maintained conversation, capitalising on popular culture to achieve mass cut-through and create the emotional connection needed to help everyone think differently about mental wellbeing.