The animated campaign, created by M&C Saatchi, aims to raise awareness of the new services for teens and tackle the stigma often associated with mental health issues.
It will offer confidential professional online counselling to young people as well as an anonymous peer to peer advice service. MindFull launches today (5 July).
TV, cinema, print and digital activity targeting 11-17 year olds aims to “visualise” anxiety, depression, anger and loss of control with animated storm clouds, and screams. The strapline “Let it all out” is designed to encourage teens to talk about their worries and reassure them it is OK to have things on their mind.
The charity will also host a silent auction on Mental Health Day (10 October) selling artwork submitted by artists for use within the campaign. Funds raised will go to MindFull.
Emma-Jane Cross, chief executive at the Beat Bullying Group, says: “MindFull is a direct result of the feedback that we have been given by thousands of young people in the UK, who tell us they want the flexibility and convenience of an online service. We know from years of experience that offering real-time, online support can change and even save lives.”