The concept for the visual ad for this campaign consisted of black British talent, e.g. Mandem on the Wall, Michael Dappah, Roll - Safe, MotheComedian, Chicken Connoisseur, Nadia Rose and Lady Leshurr. Recognisable faces to young people that authentically demonstrate the crep check concept. They will show banterous everyday friendships, with the crep check opening the conversation to actually checking in on their friend. This will model to them tangible ways/words to use to start this conversation with their friend, making it less daunting.
This ad will be inspired by the style of the variety shown in the Nike ‘Nothing Beats a Londoner’ ad. This is based on the insight that young people struggle to talk about mental health because they don’t have the right language to do it. We are showing them that there is no such thing as the ‘right’ language, that they are already equipped with the language and approach to recognise and act when something is off even if they don’t know exactly what it is.