Powerful Mind Ads use colloquial poetry to change the way we talk about mental health.


The mental health charity Mind has launched a national campaign to change the way we talk about mental health.

The campaign rests on the idea that many people don’t recognize themselves in current mental health campaigns or have nothing to do with the voices speaking to them.

The place uses colloquial poetry to help convey Mind’s ambition that anyone with poor mental health can take the first steps by seeing themselves reflected in their stories and asking organizations for help.

This launch is also the first collaboration between Mind and creative agency Langland, appointed as part of Mind’s recent rebranding, which includes an updated logo and visual identity.

Jennifer Walters, Deputy Director of Communications at Mind, previously told Drum in an interview with Drum, “Our strategy for better mental health has served us for many years, but when the pandemic begins we need to think about coming up with a strategy more boldly. I realized I needed to.

Mind Connects the story of two people who experienced mental health to confirm the authenticity of the campaign. Self-expression can be difficult, so Mind and Langland collaborated with the Universal Music Group and performing artists Jords and James Smith (Yard Act) who helped writers Rohan and Mel tell the story.

“One in four of us experiences a mental health problem each year. This suggests that we all know someone who will struggle with mental health at some point in our lives. But it’s still a conversation we don’t talk about too often,” said Victoria Wright, CEO of Langland.

“This campaign aims to change these patterns and connect people through words. Poetry allows you to share life experiences in a way that others can recognize and empathize with. We know from research that people are more likely to ask for support when they see a part of themselves in these types of content. Our ultimate goal is to connect people with Mind and get the help they need.”

Walters adds: You don’t have the same diagnosis as Rohan or Mel, but what they’ve been through will resonate with you. Their stories deal with isolation, loss of control, loss of judgment, and things to which we can all relate to some degree.

“The most important thing to remember is that you don’t have to face these feelings alone. If you are going through a difficult time or are not feeling well, the mind is here.”

The campaign, supported by MediaLab, will be available in cinemas across London and on London transport and social media for the remainder of May.

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