Fight for All the Feels

The Story: An estimated 100,000 children and young people in Birmingham are in need of mental health support but, thankfully, services like Forward Thinking Birmingham are available to make sure young people get the help they need, now and in the future.   

The Brief: We were asked to create a new campaign to promote Forward Thinking Birmingham’s mental health services to young people in the city; as well as encouraging donations to fund the services and reducing the stigma associated with seeking help for mental health issues.

Our Response: We developed a new campaign name – Fight for All the Feels – a visual and verbal identity and a campaign toolkit to show how the brand comes together through fonts, imagery, graphics, key messages and example executions. And all in 2 weeks so that the campaign could be launched on World Mental Health Day.

Why it Works: Children and young people’s mental health has taken a battering this year and as many as one in six have experienced a mental health issue, so this campaign comes at a crucial time. As part of the campaign development we spoke to one of the young people who’d benefited from Forward Thinking Birmingham’s services and she told us how good mental health can be a struggle, so our campaign name, Fight for All the Feels, is appropriate because it recognises how hard it is.

The key messages and tone of voice for the campaign are assertive, strong and challenging and the visual identity – using a graffiti-style font, urban imagery, portraiture and gritty background textures such as concrete – all come together to create a strong brand for this crucial campaign.

Results: The campaign launched on World Mental Health Day with a new microsite and social media activity as part of an 18-month-long communications plan to help reach more young people in need of support in Birmingham.