Agency: Manning Gottlieb OMD and Wavemaker
Mental illnesses account for the largest burden of diseases in England (23%). Their impact on our economy is estimated at £105 billion per annum. To address this, there needed to be a greater focus on preventing mental health illnesses. The Government set an ambition (Conservative Party Manifesto, May 2017) to ‘train one million members of the public in basic mental health awareness and first aid’. This led to the creation of one of the biggest and most integrated Government campaigns ever seen, utilising the power of media as a vehicle to spark a national mental health movement, Every Mind Matters (EMM).