Creative Brief - Whole Population Approach to Mental Wellbeing

Liverpool City Council Public Health is looking for an agency with strong creative, copywriting and design skills to develop a mental wellbeing campaign for Liverpool. The campaign will span the whole of the city reaching all communities to offer help and advice to support people's mental wellbeing. The overarching objective of the campaign is to engage populations across Liverpool to acknowledge how the pandemic has affected people's mental wellbeing, highlight they are not alone, acknowledge that they need support and motivate to them to get help whether that be talking with a family member, being more active or accessing mental wellbeing services and support. This will be achieved through the following steps: • Create acknowledgement that help is needed • Build trust by acknowledging the effects of COVID on people's lives. • Raise awareness of the importance of good mental health and the impact on our lives. • Make this personal so people relate and feel that the campaigns talks to them. • Identify what people's role is as part of the solution by offering practical actions people can take. • Raise awareness of the support available and motivate people to use that support. • Increase motivation and adherence to positive lifestyle behaviours including eating healthy, alcohol reduction, increased physical activity and smoking cessation