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.