MQ were launching into a cluttered and established market so we needed to break through the charity category and create a bold vision. A huge lack of understanding of mental health required a big job to educate the target audience. We also needed to create empathy as there was a disconnect in this space.

Working with trusted partners that resonated with the target audience's interests to promote the mental health conversation in a space that the audience turn to for advice and opinion. To do this we developed a disruptive yet connected multi-media campaign. This included a content-driven partnership with The Guardian for credibility and education, a programme led Channel 4 campaign and OOH in affluent commuter areas. This was all supported by tightly targeted paid social activity.

The campaign broke through category norms with credible collaborations, powerful creative and meaningful conversation. It resonated with the target audience and beat all targets set - dwell time was up 221% with the ads resonating 3 x average. Unique visitors to the hub increased by 272%. This is just the beginning of MQ's journey and starting conversation in the right spaces has begun to educate those most likely to act.