WEDNESDAY 6 OCT 2021 3:28 PM


The Office for Health Improvement and Disparities, the new government body that will tackle health inequalities across the UK, has released its first campaign developed by creative agency, M&C Saatchi, to help people’s mental wellbeing in the winter months.

The ‘Better Health – Every Mind Matters’ campaign aims to encourage people to get a free NHS approved Mind Plan from the Every Mind Matters website. Users will be able to receive a personalised action plan to improve their mental health just by answering five simple questions. This will include practical tips to help them deal with stress and anxiety, sleep better and feel more in control.

The campaign was based on data that found 49% of adults in England reported that Covid-19 had a negative impact on their wellbeing. A further 34% said they did not know what to do to help improve their mental wellbeing, with 41% saying it felt overwhelming and 36% not knowing where to start.

Ian Williams, deputy director of marketing activation at the Office for Health Improvement and Disparities says, “The past 18 months have been incredibly challenging for us all, so this campaign represents timely use of marketing expertise to drive positive action on mental health.”

Driving the message ‘find what works for you,’ the campaign video is narrated by actor and Better Health ambassador Stephen Fry. Other celebrities including Mercury prize winner Arlo Parks and presenter Jay Blades will create and promote the campaign content with discussions around mental wellbeing on their social media channels.

Camilla Kemp, chief executive officer at M&C Saatchi says, “In the run up to World Mental Health Day, this campaign uses animation to both highlight the individual feelings people can experience as well as bring to life the simple, practical and individual actions we can all take to improve our mental health.”

Mental health charities including CALM, the Mental Health Foundation and Mental Health Innovations are supporting Better Health – Every Mind Matters campaign. A range of commercial, third and public sector partners including Mental Health First Aid and Carers organisations will also amplify the campaign message to its customers, members and colleagues.

The creative will be shown across national TV stations, VOD and social platforms.

Find the video here.