Every Mind Matters

freuds Health & Behaviour Change

Agency: Public Health England

Public Health England briefed freuds to help deliver ‘Every Mind Matters’, the Government’s first national mental health campaign. The objective was to drive mainstream conversation and generate mass engagement with a new evidence-based online mental health tool – created by PHE and endorsed by NHS England.


Freuds managed the national launch and followed up with a series of activations targeting priority audiences.


At launch we secured over 2,000 pieces of coverage and 109 million people reached on social media; sentiment was 98% positive; we also reached the three-year goal of one million personal Mind Plans completed within three months.