Health and Wellness > Health Awareness & Advocacy

NEW MINDSET

HAVAS LYNX, Manchester / UNITED FOR GLOBAL MENTAL HEALTH / 2019

Awards:

Shortlisted Cannes Lions
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Film
Supporting Images
Demo Film
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Overview

Credits

OVERVIEW

Describe any restrictions or regulations regarding Health & Wellness communications in your country/region including:

N/A

Health & Wellness work must demonstrate how it meets the criteria 'life-changing creativity'. Why is your work relevant for Health & Wellness?

Although medical advances in understanding mental health conditions have grown exponentially and efforts to raise awareness and decrease stigma in society have proven fruitful, these have not translated into action. United for Global Mental Health is a catalyst for change, committed to giving everyone everywhere someone to turn to.

Write a short summary of what happens in the film

We set the film in an attic, as a metaphor for how mental health is stigmatised, underfunded, hidden away in the recesses of global health budget. And then - click- we shine much needed light on the subject. We hope the film can help to bring mental health out of the darkness and into the light.

Cultural/Context information for the jury

Two in three people won’t receive any support or treatment for their mental illness, despite most mental health conditions being preventable or treatable.

The ‘New Mindset’ animation underlines this global issue, highlighting that one in four people will have a mental health condition at some point in their life.

The film, which was premiered by United for Global Mental Health at the Tate Modern in London, presents hard-hitting facts that were drawn from a report by The Lancet Commission on global mental health and sustainable development. That particular report, details how good mental health can be achieved across the globe.

Tell the jury about visual effects / type(s) of animation used and summarise any relevant challenges or techniques.

This film was a real labour of love with a lot of care and attention to detail. Working with miniatures like the hugging wooden figures, the untangling worry dolls and the authentic wooden mannequin hand were a real challenge, but the fast-paced hard work resulted in a wonderfully rich, and heart-warming short film.

The film is a combination of live action, which was filmed in a beautiful antiques shop in Bristol called Indira Rose. The trinket head was then bespoke made in CGI to look exactly like a vintage printers block tray. The trinkets and props inside were carefully handcrafted, then stop-motion animated in the studio by the director himself. All the components were cleverly composited together to appear as if the whole trinket head was truly coming to life inside an attic.

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