What we were asked to do
Create a campaign film to inspire more nurses and midwives facing day-to-day mental health struggles to call a new helpline.
Encourage nurses to stop suffering in silence, to convey empathy, reassurance and empowerment.
What we did
We focussed on the fact that Nurse Lifeline was a service created and run by nurses – they really know what it’s like when the stresses of everyday working life build up.
We also foregrounded the ‘free and confidential’ message – research among users had shown that many nurses were concerned that their thoughts and feelings would find their way to line managers.
We used a clear, textured animation style to convey diversity and reach and a strong type that could carry simple, bold messages. We also did long and short versions and made clips for social.
What they thought about it
“We had a small budget, so it was a risk. But it was a risk worth taking because we are so proud of that film.”