Delivering communications and campaign strategy to open-up the conversation on mental health in the UK. Mobilising a partnership of charities, sponsors and pro bono supporters to realise a once in a lifetime opportunity to fundamentally change how the country views and talks about mental health.
100Vision Director, Ben Hurley, didn’t hesitate when asked to help lead the communications in-house for Heads Together, the mental health campaign spearheaded by the Royal Foundation of The Duke and Duchess of Cambridge and Duke of Sussex.
The core communications team, including the now 100 Vision Business Manager and Communications Manager, coordinated the eight charity partners, sponsors and supporting agencies to build a 12-month programme of activity designed to reach across communities and audiences.
The aim was simple, use the opportunity of being the 2017 Virgin London Marathon Charity of the Year to start conversations on mental health, to give more people the confidence to talk and get support.
The ‘mental health marathon’, which saw thousands run proudly through central London with Heads Together headbands, was the culmination of a cross-communications campaign rich in unique and powerful moments and heart-wrenching and inspirational stories that created a truly national conversation.
From media partnerships, documentaries, corporate supporters, fundraising, pro bono agency support and the personal commitment of the Duke and Duchess of Cambridge and Duke of Sussex and their teams, the campaign demonstrated what can be achieved through collaborative campaigning.
One of the legacies of the Heads Together campaign has been the foundation of Shout 85258, the free anonymous text support service that 100Vision is proud to regularly support with communications strategy and delivery.
1.5 million more people talked about mental health in general during the core campaign period (3% increase)
12% increase in people talking about their own mental health, up from 49% to 61%
800,000 more men had a conversation about mental health with a professional
59,000 pieces of media coverage
50 million views of Heads Together videos online
5.1 million liked, shared or commented on Heads Together social media materials
78% of people felt positive about the Heads Together approach to mental health
Increased uptake to all support services provided by Charity Partners