Mental illness is at critical levels in the UK, but even though 1 in 4 people are suffering, 87% of them don’t feel comfortable speaking out about it. We wanted to do something about this, teaming up with AXA to launch a campaign focused on empowering people to speak up about their mental health and build mental resilience.


– Ad Age

Working with people who have experienced difficulties dealing with mental health, including the Liverpool FC Women’s team, we created an empowering film that captured the internal battle of dealing with and overcoming issues like sexuality, social media addiction, work life balance and physical injury – supported with social documentaries that anyone could access through an online hub featuring tools and access to counselling.

‘AXA focuses on mental health, not insurance policies’

– The Drum

Featured on:
Results to date:

Campaign ‘Ad of the day’ / AdAge ‘Editors Pick’ / David Reviews ‘5 Stars’