Mental Health Support
MAP
The Brief
Transforming Access to Mental Health Support with MAP
Sectors: Charity | Campaigns
Services: Animation | Social Campaign
An Overview
MAP is hard at work completely transforming the way young people can request and receive support for their mental health. An undertaking that on the surface drastically streamlined the process for everyone involved, but was incredibly complex to pull off underneath. The system needed a new infrastructure, young people and their caregivers needed to be onboarded onto the new process and health experts across the field needed to know how they’re involved. Timing was critical: the videos needed to roll out in tandem with these systemic changes.
Meantime Studio partnered with MAP and the NHS to produce a series of videos that communicate these vital changes to a diverse audience. As one of the leading animation companies in the region, we were tasked with addressing different perspectives while maintaining clarity and empathy. From young people aged 0-25 to their caregivers and mental health professionals, these videos needed to bridge gaps and resonate across the board.
The challenge
An empathetic approach; designing for inclusivity
We quickly realised the importance of adopting a deeply empathetic lens. Many who will engage with this service have likely faced significant challenges before reaching this point. The design of the videos had to reflect this understanding.
Our characters were crafted to resonate with a young audience while also appealing to mental health professionals. We struck a careful balance—approachable and relatable for young people, but with a level of seriousness that health experts could appreciate. The characters were designed to express nuanced emotions, ensuring their authenticity went beyond typical explainer videos.
Considering the broad distribution of this series, we chose a distinctive colour palette that feels at home across multiple institutions. This unified the visual identity of the videos, making them recognisable and cohesive regardless of the platform or audience
“The team are flexible, responsive and intuitive, all essential when working with young people. They are adept at understanding and interpreting a brief
and producing films with real impact.”
– MAP
Research & Strategy
Simplifying the complex
To ensure we truly understood the intricacies of the old and new systems, we engaged directly with NHS professionals. Their insights were invaluable, helping us craft a visual communication framework that made these complex processes easy to grasp for first-time viewers.
Through clever storyboarding and modularising our content, we ensured that each video could address its audience with a unique voice-over while keeping production cost-effective. Our approach reflects why animation companies like ours are perfectly suited to simplify complex ideas and make them engaging.
The Impact
Looking ahead
This project stands as a testament to the power of collaboration and thoughtful design in making meaningful change. By working closely with MAP and the NHS, we’ve created a tool that not only explains but also empathises, helping young people access the mental health support they need and deserve.
For more examples of impactful projects, explore the work of leading animation companies like ours on our website.
Credits
Creative Lead
Alwin Ediagbonya
Produced
Martin Eke
Alwin Ediagbonya
Illustration
Alwin Ediagbonya
Conner Perry
Penny Goodhand
Animation
Alwin Ediagbonya
Conner Perry
Penny Goodhand
Jack Purling
Sound
Luke Billing
Production Year
2024
Special Thanks
To MAP and the NHS
Related work
The Trussell Trust
Deborah