MQ

Disrupting the charity sector to launch MQ

Challenge

Launch MQ, the UK’s first and only major mental health research charity.

Solution

The ‘We Swear’ campaign asked Brits to give a sh*t about mental illness in a bid to call time on the unacceptable lack of progress in tackling young people’s mental health.

Execution

Bold imagery of celebrities such as Melanie C, Gillian Anderson and Nicola Adams engaged media and created headlines in more than 45 pieces of coverage at launch.

Influence

MQ reached 111% of its annual social media target and the campaign was taken to Parliament where 53 MPs engaged with the issue.