A pro-bono television commercial has been created for Mind, a mental health charity.
- Dead Pixels initiated the project, receiving interest from over 100 charities.
- Director Kieran Edwards chose Mind due to a deep connection with their mission.
- The advertisement is set to air throughout December with a prime Christmas Eve slot.
- Fearne Cotton, Mind ambassador, provides the voice-over for the campaign.
Dead Pixels, led by Director Kieran Edwards, embarked on a charitable quest to create a television advertisement for a meaningful cause, reaching out via LinkedIn. The initiative received responses from more than 100 organizations, ultimately partnering with Mind, a mental health charity. Edwards felt a strong connection with Mind’s goals, making it the ideal choice for this pro-bono project.
The collaborative effort saw numerous industry professionals volunteer their time and services, contributing to a project that would typically incur six-figure costs. Edwards expressed immense gratitude for the overwhelming support from the crew and suppliers who donated their expertise, facilitating a high-quality production without financial expenditure from the charity.
The advertisement will be broadcast through December, with a significant airing on Christmas Eve, courtesy of a media donation by ITV as part of the Britain Get Talking initiative. This placement aims to spark conversations on mental health during the holiday season, a time often challenging for many individuals.
Amy Wing, Senior Video Producer at Mind, appreciated the collaborative process with Edwards. She highlighted how this film integrates into Mind’s campaign, ‘While There’s Still Time,’ hoping it encourages open discussions about mental health and aids in fundraising for essential services.
The voice-over for the commercial is narrated by Fearne Cotton, a broadcaster and Mind ambassador, adding a familiar and empathetic voice to the campaign. The full crew list features skilled professionals like Kieran Edwards as writer and director, Andy Perch as Director of Photography, and others who contributed significantly to the film’s success.
This initiative by Manchester creatives showcases the power of collaboration and commitment to a critical social cause.
