Every Mind Matters - Encouraging Conversation around Mental Health

CLIENT: Public Health England (PHE)

AGENCY: WaveMaker



One in six people in England experience a mental health problem each week. That’s why Public Health England (PHE) has created Every Mind Matters – a ground-breaking resource to empower people to look after their mental health and support others. At its heart is Your Mind Plan, a digital tool that enables people to create their own action plan to help them take simple, practical steps to look after their mental health.



To promote this, PHE tasked Wavemaker with persuading people to incorporate the tool into their lives.

The result was a campaign with two key phases. The first phase empowered individuals by highlighting that it is possible to take control of mental health issues and directed them to the digital hub where they could complete a Your Mind Plan assessment.

The second phase responded to mental distress signals displayed by individuals online and led them to condition-specific web modules.

In the run-up to World Mental Health Day, Wavemaker also created an unmissable moment by releasing a short film on mental health written by Richard Curtis and directed by Rankin. Designed to galvanise and empower the nation to look after their mental wellbeing, it was narrated by the Duke and Duchess of Cambridge and the Duke and Duchess of Sussex.



The campaign ran across multiple broadcast and precision channels. As a result, Wavemaker ramped up the ongoing conversation on mental health and provoked action with 2.4m Mind Plans delivered to date.


Mind Plans delivered to date