A Brighton-born NHS campaign supported by NHS England, the YMCA and Government ministers, #IAMWHOLE aimed to combat mental health stigma and encourage young people to seek wellbeing support.

Martha commissioned video production agency Spirit to create content for the campaign.

A partnership with a young musician was at the heart of the campaign strategy – pop star, actor and one half of hip-hop duo Rizzle Kicks, Jordan Stephens, who had written a song ‘Whole’ about dealing with mental health issues.

Spirit filmed the music video for the song, including NHS branding and featuring young people from the YMCA’s Right Here project who had lived experience of mental ill health.

Martha wrote the script and storyboard for the campaign video featuring Jordan, James Corden, Dermot O’Leary and Ed Sheeran, which went live on the same day as the Whole music video – World Mental Health Day.

Jordan launched the campaign to members of the press and campaign stakeholders with a live performance of ‘Whole’ in the new British Airways i360 – the world’s tallest (and circular) moving observation tower on Brighton beach, with a call to action to show support for challenging stigma through the posting of a social media selfie showing a circle drawn on the palm of your hand.

The Results

  • 222 pieces of coverage with audience reach of over 120 million
  • Global engagement – #IAMWHOLE selfies posted worldwide
  • Hashtag #IAMWHOLE trended on Twitter all day on WMHD
  • 1m organic earned views of campaign and music video in 4wks
  • Praised in Parliamentary debate on mental health
  • Supported by Government ministers
  • Special visit request from Secretary of State for Health, Jeremy Hunt
  • 35% increase in counselling referrals for 13-25 year olds
  • Voted PR Week ‘Favourite Campaign’ vs Sky, Easyjet and NSPCC

Award wins

  • Winner of B2C Campaign of The Year, The Drum Marketing Awards 2017
  • Highly Commended (Communications) Health Service Journal Value Award 2017

"The campaign results are impressive."

Prime Minister's Campaign Office and Cabinet Office