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Nothing moves faster than modern life, and mental health was at a breaking point. Every Mind Matters wasn’t just about awareness, it was about action.
66% of people in England reported struggling, yet endless advice left them overwhelmed. We identified a ‘Struggling’ audience, people on the edge of clinical mental illness who couldn’t see how to help themselves.
Find Your Little Big Thing. A simple truth which consists on small, regular actions which can lead to big improvements. A walk. A chat. A list. Clinically proven steps, made easy.
We embedded our message in the places our audience self-soothed, like the comfort-watch sitcom. We used social listening to target people based on the language they used in posts. We partnered with Twitch to bring positive messages into gaming spaces. And we collaborated with real people to share their own ‘Little Big Thing.’ And it worked: 2.26 million people improved their mental health, 1.6 million visited the Every Mind Matters hub, 5.9 million tried an action.
