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You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, we're looking at the latest chapter in the ‘Every Mind Matters’ campaign. 

There is no doubt that 2020 was tough, and 2021 isn't promising to improve any time soon, as people in England struggle to cope with Lockdown 3.0. 

According to research commissioned by Public Health England (PHE), almost half (49%) of those surveyed felt that the pandemic had impacted negatively on their mental health and wellbeing. With no definite end to lockdown restrictions in the sight, this is an ongoing concern. 

To support the nation's mental health during this trying time, PHE has brought out a new chapter in its ‘Better Health - Every Mind Matters’ campaign, which features work by M&C Saatchi.


With the tagline, ‘make inside feel better,’ the spots pull back from extreme close-ups of stressed faces, before showing how each protagonist is using Every Mind Matters to feel better within. 

‘Make inside feel better’ points viewers towards an NHS-approved Mind Plan, which is located on the Every Mind Matters website. The pan asks them to answer five simple questions, in exchange for a personalised action plan that offers practical tips to help people deal with stress and anxiety. 

It will be pushed out across radio, search, with tightly-targeted social media activity across Facebook, Instagram, Playbuzz and YouTube. 

Every Mind Matters emerged back in October 2019, devised as a major push to address adult mental health. It was marked with the first-ever NHS-backed mental health campaign, which included a short film written by Richard Curtis and directed by Rankin.

Back in September, PHE's director of marketing Alexia Clifford told The Drum: “attitudes and awareness have moved on massively in the past 10 years, where there’s been a massive shift in mental health in stigma. We wanted to create action by giving people tools to move up the steps to look after their mental health.”


“Since then the context has changed massively. We’ve adapted the context around Covid-19 and adapted the resources to make them contextually relevant. So we produced new content online around specific issues around Covid-19,” she explained.