Mind Yer Mind
Mind yer mind is a not-for-profit mental wellbeing initiative, created by Mearns and Gill for Aberdeenshire Community Planning Partnership to encourage people across Aberdeenshire to look after their own mental wellbeing.
The campaign, built on existing NHS guidance, states there are 5 key ways to look after your mental wellbeing – getting active, learning, giving, connections, taking notice.
Project summary
• Brand
• Digital
• Print
Logo & Brand
Due to the diverse audience mind yer mind had to reach, it was important to have a positive, friendly, inclusive and uplifting brand that everyone could relate to. The name ‘mind yer mind’ used local dialect where ‘mind yer’ means ‘remember your’, so encouraging people to remember their mind, look after it.
The stacked nature of the word-mark represents the various layers of the mind and emotions we feel daily. The use of lowercase letters helps enhance the approachable nature of the campaign and the vibrant colour palette was selected to create an uplifting feeling. A suite of illustrations were created using an organic hand-drawn style to help the brand feel more personable to the intended audience.
Promotional Downloads
Whilst the campaign was primarily digital, there was also a requirement for print materials that could be placed in local businesses and shared by community groups and schools, for those who don’t have access to technology. Our team also organised an online event ‘Mind yer Mind Live’, and radio advertising.
Web Design
We supported the campaign by creating a website where various resources could easily be accessed and shared.
Social Media
We rolled the campaign out across various social media platforms, and worked with local people and celebrities from across Aberdeenshire who were happy to speak about how they look after their mental well-being, creating a team of 'Mind yer Mind Ambassadors'.
