The campaign launches today (5 July) and will use TV, cinema, print and digital media to reach the charity’s core audience of children who are 13- to 14-years-old, while also reaching the wider 11- to 17-year-old age group.
The 30-second TV and cinema ad, created by M&C Saatchi with animation by th1ng attempts to visualise the anxieties in a boy’s head and show what it can feel like to be a teenager.
The ad uses examples of names running through the boy’s mind and ends with the question "what do I do?" and then the words "let it all out" and the charity’s website, Mindfull.org.
Through its website MindFull will offer young people professional counselling, support and advice or speak to peers anonymously about their worries.
For the press campaign the artists Barrass, Finger Industries, James Joyce and Sam Brookes have created ads to demonstrate what "having a full mind" can mean. More than 40 artists’ interpretations will form part of an exhibition to coincide with World Mental Health Day on 10 October.
Orlando Warner, one of the creatives working on the campaign and an associate creative director at M&C Saatchi has recently been appointed as patron of the BB Group.
Warner said: "MindFull is filling a vital gap in the charity space, offering support to young people who might not be able to get the help they need from more mainstream charities, but whose worries are still having a hugely negative impact on their lives.
"This brutally simple campaign will raise awareness of the MindFull offering, encouraging young people to make use of this great service."
Warner worked with Joe Miller on the art direction and copywriting for the campaign. Will Barras and Shay Hamias directed the ads through th1ng. Media planning and buying is by MediaCom.