#MADETOBESEEN
Changing the conversation around mental health for It’s Okay.
When Birmingham Mind, Living Well UK, and the NHS Birmingham & Solihull ICB came together to launch a free 24/7 mental health phoneline, they needed a campaign that would reach people before crisis point and encourage them to seek help early. That’s where we came in.
THE STRATEGY & THE RESULTS
We developed the It’s Okay campaign from the ground up: from creative concept, branding, and graphic design, to full-scale rollout across press, social, OOH, and community channels. Our approach combined city-wide awareness with targeted outreach to hard-to-reach audiences, including multilingual billboards and local media partnerships. We engaged over 50 community and corporate partners – from Co-op and Morrisons to Aston Villa FC and Bullring – to amplify the message that “it’s okay to talk about mental health.”
Coverage spanned BBC, ITV, Capital FM, Heart FM, Free Radio, and Birmingham Live, generating 40+ pieces of press coverage, over 30million impressions, and 50,000 helpline calls during the campaign
THE OUTCOME
The campaign made mental health impossible to ignore: sparking conversations, driving resource use, and making tangible, real-world impact. What began as an eight-week campaign became a long-term movement that continues to break stigma and spark conversations across the region – proving that when visibility meets purpose, lives are changed… and even saved.