World Mental Health Day 2023

I was part of the small team that helped produce this video for World Mental Health Day in 2023 that unexpectedly went viral with 300m+ views across club and user generated content. The video was just one of the activations alongside successfully encouraging all EFL Championship clubs to take part in a fictional lineups initiative to highlight and spread the "You are not alone" message.

We worked on a tiny budget, it was filmed in-house and other than leaning on the guidance of Samaritans to ensure sensitivity and accuracy, we only sought outside support for the involvement of two local actors, one of which was also a Carrow Road steward.

The production went on to win 12 awards over the following year, but more importantly, its impact generated 7,500 inbound social messages to Samaritans attributed directly to the campaign. This can only be understood as people actively seeking help for themselves, while also helping to extend the conversation and raise awareness around mental health.