The brief

Reposition the charity as the leading champion of mental health in the industry.

How we made positive change

In six months, through a targeted PR and partnerships campaign, we positioned The Film and TV Charity as the preeminent charitable organisation uniting the UK’s film and TV industry. This resulted in helping hundreds more people who work in the industry, and the creation of an urgent £3m action plan to combat mental health issues.



increase in calls to the Charity’s 24/7 Support Line


pieces of coverage


increase in website visits in less than six months

£3m committed to The Whole Picture Programme – an urgent action plan, backed by leading studios, broadcasters, production companies and cinema groups, to combat the industry’s mental health issues and create lasting solutions

10,000 completions of ‘The Looking Glass’ survey– the first ever study into the mental health and wellbeing of the industry’s workforce

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