Uncommon marks World Mental Health Day with an uplifting WWF campaign

Uncommon’s work for WWF is a celebration of the healing power of the outdoors.

The "A Prescription for Nature" campaign by WWF-UK and Uncommon Creative Studio launched for World Mental Health Day 2024 is a testament to the therapeutic benefits of spending time in nature.

Doctor’s orders

The campaign features Dr. Sara Kayat, who emphasises that just 20 minutes a day outdoors can alleviate stress, reduce anxiety, and boost mood. The initiative highlights the restoration of nature with its ability to heal us, aiming to inspire people to reconnect with the natural world for better mental well-being.

The campaign uses striking visuals, juxtaposing clinical prescription imagery with serene shots of British landscapes to underscore the message. The film, directed by Samona Olanipekun, opens with a doctor’s office scene, but as it pans out, the setting transforms into a peaceful, natural environment, reinforcing the calming effects of nature. Complementary out-of-home posters feature nature “prescriptions” on medicine-like labels, urging people to get their daily dose of green spaces.

Pop up appeal

In addition to traditional media, the campaign includes experiential elements, such as pop-up "forest dens" in cities like London and Edinburgh, offering city dwellers a brief escape to nature. The campaign taps into WWF’s broader goal of not only protecting the environment but also reminding people that restoring nature can also restore our health.

Lisa Lee, executive director of brand, campaigns and communications at WWF, said, "At WWF our job is to restore nature, but through this campaign, we want to remind people that nature can help restore us too. Whether looking at a rainbow, listening to birdsong, or jumping in a puddle and getting your trainers muddy, nature can make you feel good - proven to help reduce anxiety and improve mood."

Matt Curtis, Uncommon design director said, “The juxtaposition of the natural world against the clinical ephemera of pharmaceutical packaging is unusual and uncomfortable. They are not natural allies, so it makes you stop and take notice. Nature is our greatest remedy, the medicine for our soul - which we all need to remember.”

Our take

Uncommon’s CEO Nils Leonard is obsessed with making creative ‘that matters’, as demonstrated on a recent podcast. Has his agency achieved that here? The short answer is yes. These ads serve a dual purpose - highlighting the importance of maintaining our natural spaces, and how that cause serves another crucial one: mental health.

As many of us learnt during the lockdowns, nature is an important mental crutch in resetting our anxieties and easing our mental churn. So what better excuse for some National Geographic style photography calming visuals?

On a side note, there seems to be a trend for relaxing, contemplative ads of late, with Burberry and Swiss Tourism indulging in a bit of outdoor escapism at a leisurely pace.