YOUNG MINDS
Bed rotting is trending for young people. A ‘self-care’ trend that champions giving up, taking to bed, and not moving for days because you just can’t anymore. Meanwhile young people are waiting months, even years, for NHS mental health support.
No generation should have their mental health left to rot.
Agency: Livity
Creative Director: Rachael Kendrick
Mysterious statues pop up outside Westminster.
Each is a portrait of a young person who has been rotting on the NHS waiting list. Crafted from perishable materials, the statue is designed to visibly rot - mimicking our young generation rotting away.
Billboards that rot by creating a type made out of fungus that decays over time and becomes unrecognisable like a young generation waiting for mental health care.
Shared stories from the waitlist.
Aspiration labels that hold the hopes and dreams of what the young person’s life would be after receiving mental health treatment.
They’ll hop on to youngminds.com/saveourminds, and find a Chat GPT fuelled chatbot.
It’ll prompt them with questions about their story, their background, what they want, and will then format those responses into a letter to send to their local MP (of course it will help them find that MP, natch).
It’s low effort for young people - but high impact politically.
