Young Minds
Save The Helpline - Commercial
Film transcript
It's a girl. Happy birthday, Gemma. Dundosh. She's such a big girl now. What do mean? You look beautiful. Sweetheart. We're just saying that. Gemma, are you okay in there? I'll be out in a Just want to know who Just save it, Marcy. I don't want you now. Don't The school said they posted it online. You don't know. No. Just leave me alone. Gemma. Gemma, let me in. Over Let me in now. Gemma. Gemma. Over the door. Last year, the parents helpline provided invaluable support to more than 10,000 families concerned about the mental health of their child. Without funding, they will have no one to call. We can still keep this critical service alive, but we need your help. Please visit youngminds.org.uk. Lives depend on it.
Transcript generated automatically.
A powerful campaign film helping YoungMinds protect its Parents Helpline.
The brief
YoungMinds faced significant budget cuts and urgently needed to save its Parents Helpline, a vital service offering advice to families navigating a young person’s mental health crisis.
The campaign needed to show how even loving families can miss the warning signs and encourage people to donate to keep the helpline running.
The idea
Blonde conceived a cinematic film following a child from joyful infancy into adolescence.
As the film progresses, the audience sees a growing emotional distance between the child and their family. The visual story reveals the possibility of hidden distress behind the everyday moments of family life.
The creative was designed to make people reconsider what they might be missing and understand why support for parents matters.
The production
Blonde developed a distinctive dual-scene technique, filming each frame both with and without actors.
This allowed us to move between moments of presence and absence, reflecting the child’s growing emotional isolation.
The grade evolved throughout the film, moving from warm and bright colours towards darker, cooler tones.
The sound design reinforced the emotional shift without overwhelming the story.
Actor Richard Armitage generously provided the voiceover, recording remotely while filming in Los Angeles.
The commercial was delivered for television and digital channels, supported by an integrated social strategy.
The results
The campaign helped YoungMinds keep its Parents Helpline open, preserving a vital source of support for thousands of families across the UK.
The film was widely shared and generated significant public attention and support.
Blonde’s role
Original creative, film production, direction, editing, grade, sound design and post-production.
Credits
Client: YoungMinds
Voiceover: Richard Armitage
Production: Blonde
