The Challenge

Central Bedfordshire Council wanted to create a brand they could use to signpost children and young people in the region to accessible and trustworthy mental health and wellbeing resources. To achieve this, the team at Central Bedfordshire have built a digital hub – a microsite – that will provide access to a comprehensive array of mental health resources and tools, tailored to the needs of young people. The hub will serve as a platform to connect them with organisations specialising in various aspects of mental health support.

Project Objectives

We won the pitch to assist in developing the brand and integrated campaign targeting and engaging children and young people. The campaign will utilise organic and paid media channels, along with youth influencers, to guide young individuals to the relevant mental health support available on the hub. Key objectives of the project included:

• Crafting a creative concept that resonates with a core audience of young people aged 10–16 years.
• Creating a unique name and visual identity appealing to young people.
• Developing compelling key messages and calls to action to define the hub and encourage its use.
• Designing a comprehensive set of marketing assets for various promotional activities.
• Implementing a mechanism within the campaign to encourage peer-to-peer sharing of support among young individuals.

The Solution

We worked collaboratively with the Communications team, the Mental Health team and a focus group of young people to develop a flexible brand identity and set of assets for a 12-month campaign. This included the brand name: Everything Ok? and a visual identity to ensure maximum appeal and engagement among the target audience.

The Results

The campaign is on-going but so far has resulted in the creation of a dynamic and versatile brand that resonates with children and young people, enabling the team at Central Bedford Council to communicate effectively with individuals who might need support. The assets we designed empower CBC to deliver future communications independently, further extending the campaign’s reach and impact.