Let’s Reset

Research in 2019 showed that in the Film and TV industry, 9 in 10 respondents answering had experienced a mental health problem and a devasting 50% said they had considered ending their lives. Both figures track well above the UK average.

We were tasked with developing a behaviour change campaign that rallies businesses and individuals to change the industry norm. Insight told us poor mental health was a direct result of the conditions, capability, and culture of the industry – resulting in an entrenched social norm of pressure, bullying, and poor work-life balance.

To change this behaviour, and bring about positive change in the industry, we created a platform called ‘Let’s Reset’ to redefine the industries values and culture so they can rediscover the magic of film, TV and cinema by improving mental health across the industry.

We launched a fully integrated campaign on World Mental Health Day with 23red leading on the creative, media planning & buying and PR . Leaders in the industry, such as Disney, committed to specific actions to improve mental health and wellbeing in their companies.

The campaign was also supported by paid digital and social media. The activity exceeded targets and delivered 1.7 million ad impressions and reached 466k industry workers. Click on adverts achieved 128% of the plan exemplifying strong engagement with the campaign message. We also secured a gifted media partnership with Pinewood/Shepperton studios which included a site takeover for Screen and Broadcast, and a DPS for Screen International.