Young Minds

The Brief

Facing significant budgetary cuts, YoungMinds—the UK’s leading charity supporting children’s mental health—urgently needed to save its Parents Helpline. This critical service offers life-changing advice to families navigating a young person’s mental health crisis.

The campaign’s goal was to deliver a powerful, emotionally resonant film that would highlight how even loving families can miss the warning signs—and inspire urgent donations to keep the helpline running.

The Idea

Blonde conceived a cinematic spot tracking a child’s journey from joyful infancy to adolescent withdrawal. The creative direction subtly reveals a parallel story of hidden emotional turmoil, culminating in a poignant message about unseen mental health struggles.

Key elements included:

Dual Scene Technique: Each frame was captured both with and without actors, allowing Blonde to intercut moments of presence and absence—symbolising the child’s emotional disconnection.

Grading & Atmosphere: Colour palettes shifted from warm, bright tones to darker, cooler hues, aided by subtle vignettes to signal emotional descent.

Sound Design: A meticulously designed soundscape reinforced the mood, balanced to support the story without overwhelming it.

Voiceover by Richard Armitage: Acclaimed actor Richard Armitage (The Hobbit, Hannibal) generously lent his voice to the campaign, recording the narration remotely while filming in Los Angeles. His performance added gravitas and empathy, amplifying the film’s emotional resonance.

The commercial was deployed across TV and digital platforms, backed by an integrated social strategy.

The Results

The campaign delivered profound impact:

Helpline Secured: Thanks to the film’s success and the support it generated, YoungMinds was able to keep the Parents Helpline open—providing vital support for thousands of families across the UK.

Exceptional Reach & Engagement: The ad was widely shared across social media, drawing heartfelt responses and media attention. It was described as “essential viewing” by mental health advocates and viewers alike.

Fundraising & Awareness: The campaign drove significant donations and sparked public conversation around mental health in young people, reinforcing YoungMinds’ role as a trusted, life-saving resource.