The 'Good Mental Health Matters' campaign for the NHS, engaged thousands of young people and started positive conversations about mental health.

Drummer were commissioned by eight NHS Clinical Commissioning Groups (CCGs) covering all of Kent to deliver an awareness raising for young people’s mental health. Rather than focus on the usual portrayals of mental health in its negative extremes, we proposed a more inclusive and positive campaign designed to de-stigmatise mental health and make it more engaging for young people. This included concepts to help position and brand the campaign for maximum impact.

The resulting ‘Good Mental Health’ campaign aimed to help young people and those around them to spot the early signs of stress and support them in dealing with life’s pressures early on to prevent things from spiralling out of control, and offering resources and signposting for those who want to find out more.

It was designed to engage young people in face-to-face settings and a strategy to achieve this was created centring around use of technology to capture interest and to deliver core messaging.

The campaign included the creation of a 360º film utilising media to engage a younger audience; an information booklet aimed at parents delivered to approximately 750,000 homes across the whole of Kent; the design, build and launch of a campaign website; a radio campaign promoting activity and directing traffic to the website; a printed take-away resource for young people; and face-to-face activity in high footfall public locations across Kent, as well as a travelling schools workshop and exhibition across Kent.