Stop the Snowball

Mind’s in-house creative team developed ‘the snowball effect’, the overarching concept for our annual Christmas fundraising appeal. The film was a key output and pivotal part of the campaign.

The campaign centres on the relatable experience of the way pressure and mental health challenges can build and build until things spiral out of control. The film was created with significant pro bono support, allowing us to explore a whimsical take on a traditional narrative. The snowball works as a visual metaphor, connecting the appeal to the season. The narrative builds towards positioning Mind’s services as a key intervention point that can prevent mental health crisis. It's had great engagement online, and is one of @Mindcharity’s most liked and shared posts ever. Comments from viewers include: ‘Exactly how I feel’ / ‘just how it feels’ / ‘this is so powerful’ / ‘still carrying my snowball’ / ‘remarkable campaign, touched all of us’ / ‘thankyou for making the invisible struggle so visible’ / ‘absolutely brilliant advert’