How can we convince those whose job it is to help others, to get help for themselves?

THE NEW REALITY
DESPITE HAVING INCREDIBLY STRESSFUL JOBS, FEW EMERGENCY RESPONDERS ARE SEEKING HELP FOR THEIR MENTAL HEALTH.

In a survey of almost 4000 staff and volunteers across the emergency services, Mind, the UK’s largest mental health charity, found that seven in ten reported worsening mental health over the past year. Despite this, two in five indicated that they wouldn’t feel confident discussing mental health with their line manager. The research also found many barriers to accessing support, from not wanting to be viewed as weak, to a fear of losing their job or jeopardising their career.

THE INSIGHT
WHEN THE WORLD EXPECTS YOU TO BE A HERO, IT CAN BE HARD TO ASK FOR HELP.

Throughout the Pandemic, the world hailed emergency responders as "heroes". But, in private, these heroes are suffering.

Only 16% of emergency responders sought help for their mental health last year. 

Our challenge was to convince those emergency responders, suffering in silence, to reach out for help. 

THE IDEA
HEROES.

During the Pandemic, the media labelled emergency responders as "heroes" and though this word was intended as a badge of honour, it had the unintended consequence of pressuring many to hide their vulnerabilities. By featuring real emergency responders who had struggled with their mental health and radio and billboards that drew upon headlines from the past year, the campaign spoke directly to emergency responders by flipping the script on the hero narrative to reveal what it really felt like to be on the other end of it.