SANE, a mental health charity in the U.K., has launched a national advertising campaign to encourage those struggling with depression to find their voice and call for help. Created pro bono by ad agency Iris, the campaign has as a centerpiece this film which portrays a man being silenced by an unidentified intruder who covers his mouth as he struggles to answer the phone. The intruder is a metaphor for the man’s depression, who wants to stop him talking. The film ends with the line: “Your depression doesn’t want you to talk. But we do”.
The nature of depression can discourage people from talking about their illness, cutting them off from help. Yet research shows 69% of helpline callers found that talking to someone enabled them to cope better and feel supported, less anxious, and more in control. Through this campaign SANE is encouraging more people to get in touch.
Youness Benali of Sweet Shop, who directed the PSA, said, “This script gave me the opportunity to create a powerful film. A film that is visually striking but also emotionally gripping. A film that both educates our viewers and inspires and directs them towards the help that they or the people in their lives who battles depression so desperately need.”
CreditsClient SANE Agency Iris David Prideaux, executive creative director; Matt Weston, Pete Sanna, associate creative directors; Adam Walker, producer. Production Sweetshop Youness Benali, director; Justin Edmund-White, producer; Spencer Dodd, managing director. Editorial TenThree Ellie Johnson, editor. Postproduction Electric Theatre Collective Jason Wallis, colorist. Audio Post Factory Studios Anthony Moore, Jack Hallett, sound engineers. Music Supervision Theodore David Bass, music supervision.
The Best Work You May Never See: Ad Council, U.S. Dept. of Veterans Affairs, GSD&M, Director Andre Muir Show Us “The Bravest Thing”
As Suicide Prevention Month begins, the U.S. Department of Veterans Affairs (VA) and the Ad Council teamed with agency GSD&M to roll out PSAs for their national campaign: “Don’t Wait. Reach Out.” The initiative, which started in 2021, urges Veterans who are facing challenges to visit VA.gov/REACH, a comprehensive website that helps them access the many resources available.
The PSAs, including this one titled “The Bravest Thing,” were directed by Andre Muir of production house SMUGGLER. “The Bravest Thing” acknowledges that it can be hard for Veterans to reach out if they’re struggling--but in the eyes of their loved ones, seeking help is an act of bravery. By featuring Veterans alongside their friends and family, the film encourages Veterans to open up if they’re struggling and reminds everyone that they can play a role in supporting Veterans in their lives.
“When a Veteran is ready to reach out, VA is ready to provide services and support. One of the bravest things Veterans can do is ask for help,” said Dr. Matthew Miller, executive director, VA Office of Suicide Prevention. “These new messages are powerful and compassionate additions to the ‘Don’t Wait. Reach Out.’ campaign that features the voices of loved ones, underscoring the vital role that family and friends play in supporting Veterans. We all play a role in suicide prevention and this call to action engages community and connections, which are crucial in preventing Veteran suicide. Through this campaign, we can spread hope that Veterans, and all of us, can overcome crises and difficult life challenges.”
6,392 Veterans lost their lives to suicide in 2021, according to the latest data from the 2023 National Veteran Suicide Prevention Annual Report.... Read More