SectorGovernment / Non-profit
The Laura Hyde Foundation has launched a campaign raising awareness of the looming mental-health crisis on the front line of the coronavirus pandemic
Created pro bono by Havas UK agencies, the ad shows healthcare professionals wearing masks as they talk about their feelings and struggles while confronting the outbreak. It ends with the line: "There's no mask for mental health."
The work reminds viewers of the emotional toll that the crisis is having on medical professionals and aims to destigmatise mental-health issues. The charity's message is that, once lockdown lifts, life won't go back to normal for many healthcare workers, who might need support as they face mental-health conditions such as post-traumatic stress disorder.
The nationwide campaign includes film, digital and out-of-home activity. A "virtual mask" has also been created for social media that places an inverted "rainbow smile" over the user’s face in solidarity with front-line workers.