The Brief
With 1 in 4 people experiencing mental health issues, the NHS — an organisation dedicated to caring for others — recognised the urgent need to support the wellbeing of its own workforce. The challenge was to develop a brand and campaign that would tackle mental health stigma in the workplace and encourage a healthier, more supportive culture across the NHS.
A critical aspect of the brief was addressing two distinct audience perspectives:
For employers and leadership, the campaign needed to promote accountability and provide tools to recognise signs of mental ill-health, take action and create an open and inclusive environment where staff could seek support without fear of judgment.
For employees, the campaign had to be human, accessible and empowering — encouraging individuals to take practical steps toward improving their own mental health, from connecting with others and being physically active to learning new skills and practicing mindfulness.
The brand needed to be empathetic yet authoritative, capable of engaging a wide variety of healthcare professionals and administrative staff across different NHS settings. It also had to translate across multiple formats — from hospital posters and training materials to digital campaigns and online resources.
This wasn’t simply a communications exercise — it was about driving real behavioural change, supporting those who care for others, and embedding a lasting culture of mental wellness within the NHS.
Design Approach
The campaign was titled ‘Open Your Mind’ — a clear, empathetic call to action designed to normalise conversations around mental health within NHS workplaces. Central to the identity was a thought bubble icon, which became an instantly recognisable and adaptable graphic device used across all campaign materials.
The creative execution targeted both employers and employees, with messaging tailored to each audience. For employees, the focus was on self-care and awareness — encouraging individuals to consider their own mental wellbeing and that of those around them. For employers, the campaign challenged them to foster a supportive culture by recognising the signs of mental health issues and knowing when and how to intervene.
Visually, the campaign made clever use of the immediate NHS environment — adapting posters, stickers, postcards, e-shots and user guides to seamlessly integrate into hospital and healthcare settings. This placed the message within the day-to-day context of the target audience, helping to prompt reflection and start conversations where they were most needed.
We also designed a dedicated microsite that featured a streamlined ordering system, enabling NHS Trusts to request campaign materials directly. In parallel, we developed and managed the campaign’s email marketing strategy, ensuring consistent communication and easy access to resources across the UK.
At its core, Open Your Mind became more than a campaign — it was a movement designed to raise awareness, encourage openness, and empower action, ensuring the NHS could support its own people with the same compassion it shows to the public.
