In 2016 The Royal Foundation was chosen to be the 2017 London Marathon Charity of the year. The Duke and Duchess of Cambridge and Prince Harry came together for the first time to talk about mental health and breaking down the stigma that surrounds it.
Lambie-Nairn developed the campaign that could tell this story and unify the great work that the 8 inspiring charity partners were doing individually to break down mental health barriers.
A big creative solution was needed to hold together the complex and often disparate parts of the mental health conversation. Reinforcing that our mental health is just as important as our physical health, it needed to stand out, capture the imagination of the nation and encourage everyone to start talking.
The campaign was the biggest project Their Royal Highnesses have undertaken together and the first time for the Royal Family to talk about mental health challenges.
Lambie-Nairn created the concept, name and visual identity, including the iconic and recognisable headband that appeared everywhere on London Marathon Day.
The campaign was inclusive and able to work across the many different mental health topics, audiences and charities. It appealed to the masses, as it reached beyond the concept of mental illness to mental well-being.
The idea expressed a clear narrative that ‘Everyone’s head is different; thoughts are deeply personal and often hard to share. But when we talk and get our Heads Together, it benefits everyone’.
Brand awareness rose quickly, especially helped by celebrities sharing their mental health stories. Millions have been reached through free press and social media, meaning the campaign is on course to have the 5 million conversations it set out to achieve.
The 2017 London Marathon saw a record of 40,382 runners signing up, thousands of whom wore headbands in support.
The 2017 London Marathon saw the headband wrapped around famous London buildings and landmarks, including:
- Battersea Power Station
- Thames Water Tower
- Virgin Money Haymarket Lounge and Planet Hollywood in Piccadilly
- Wax figures at Madame Tussauds (e.g. Usain Bolt, Mo Farah and Will.i.am.)
- 70 post boxes on the Marathon route
- South Bank (illumination)
Celebrity films and endorsements were viewed by over 66M people worldwide.
Twitter created a headband emoji, while Snapchat and Facebook unveiled new headband filters enabling users to show support.
Lambie-Nairn continues to support the Royal Foundation in building a broader visual identity for this initiative.
“From the beginning, your creative thinking and vision for an eye-catching brand laid strong foundations for a campaign that we know has resonated with millions of people. We started last year with a belief that awareness of mental health was at a tipping point in the country and we could not be more grateful for the vital contribution […] the [Lambie-Nairn] team made to promoting this issue.”