Whilst Mind has been gaining visibility and relevancy in recent years, there is still a gap in take up of mental health support services in certain groups. One of the most vulnerable groups is young men and so, Mind set out to increase both ‘belief in cause’ and association with mental health resources among men aged 20-40 in London.
Plan
With the release of Doctor Strange in the Multiverse of Madness coinciding with Mental Health Awareness Week, Mind saw it as an ideal time to engage young men. Mind created two powerful films, featuring spoken word artists showing the different ways people talk about their mental health experiences.
These copies ran in films including Doctor Strange The Multiverse Of Madness, Ambulance, The Unbearable Weight Of Massive Talent and The Northman.
Using regional targeting, the ad played out in all London cinemas in the DCM portfolio, with OOH support in and around local tube stations.
Results
The cinema campaign was a resounding success with Mind seeing a marked increase in the metrics they set to target in the campaign.
+7%
uplift in the understanding of Mind’s mental health support
+13%
increase in Mind’s ‘belief in cause’ score amongst key audience
