The Covid pandemic is not the only one to have hit us in 2020 - there’s also the mental health pandemic, caused by months of lockdown and social isolation. The solution was the Mask Your Face, Not Your Feelings campaign launched one International Mental Health Day.

Shout UK, the country’s first text based service to help those who are struggling with mental health issues, saw a 20% increase in people contacting them. We created press ads and a social activation campaign that launched on World Mental Health Day. Influencers were sent physical masks to wear as a show of support, and for those who didn’t get these, there was an Instagram filter. The campaign reached 17 million people in the UK, with even the Duke and Duchess of Cambridge getting involved.

Client: Shout UK / Mental Health Innovations

Creatives: Lewis Plummer / Pubali Bardhan-Dickens