Reach out, save lives campaign

HM Prison and Probation Service wanted a campaign to encourage staff to speak out about their mental health, as it was often stigmatised. It needed to connect with and relate to people, and not look cliché. 'Banter' was mentioned as a way to do this as it's important to staff.

This design option creates a sense of community around the word ‘cheers’, playing on an element of ‘banter’. They celebrate the act of opening up about mental health and turning perceived weakness into strengths to dispel stigma and shame. The use of colour and imagery steer away from cliché and catch peoples attention.

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