Scottish Mental Health Foundation
Last year marked the 10th year of SMHAFF, the Scottish Mental Health Arts and Film Festival that challenges perceptions of mental illness. To celebrate the occasion, Mental Health Foundation – the charity behind the festival – asked us to take charge of the campaign creative and festival communications.
With over 300 events taking place across Scotland throughout October, there was a lot of information to get across to a wide-ranging audience. Not only did this have to reach far, it had to express the charity’s values – in particular, their emphasis on authenticity.
We worked closely with the client throughout the entire creative process. We listened to them, asked questions and relied on their expert knowledge to avoid using clichés or being patronising. It’s what helped guide the look and feel towards something bright, versatile and celebratory.
In the past, SMHAFF didn’t have any consistent branding year on year – so we had to come up with something completely new. We used this colourful creative across all media, from the jam-packed but concise 68-page programme, to multiuse posters, pull-up banners, flyers and a video trailer. Everything we created was aimed at an inclusive audience, to inform, challenge preconceived views and ignite the mental health conversation.