Prince William and Kate, the Duke and Duchess of Cambridge, joined a host of celebrities to broadcast a mental health PSA aired across every single U.K. radio station simultaneously on Monday.
The one-minute spot, titled “In the Minute,” ran at 10:59 a.m. local time across all major commercial and BBC radio stations, reaching an audience of 11 million listeners.
It featured the voices of England soccer team captain Harry Kane, singer-songwriter Dua Lipa, Dr. Who and Harry Potter actor David Tennant and two-time heavyweight champion Anthony Joshua, who spoke about how people can help support each other and their own mental health during the coronavirus crisis.
Produced by British agency Somethin’ Else, the work, which also includes a social video, was created to mark the start of Britain’s Mental Health Awareness Week, which runs from May 18 to 25. It was developed for radio industry body Radiocentre and Heads Together, a mental health campaign coordinated by the Royal Foundation of the Duke and Duchess of Cambridge.
As part of the wider campaign, Heads Together and Instagram have also launched Heads Together Wellbeing Guides to help open up conversations about mental health.
The Mental Health Minute first launched in 2018, featuring Prince William, the Duke of Cambridge, and Harry, the Duke of Sussex, along with Lady Gaga, Judi Dench and Jessica Ennis-Hill. Last year, Prince William was joined in the PSA by a host of celebrities, including Katy Perry.
Join the foremost brand marketers, such as Marc Pritchard, Brad Hiranaga, Kory Marchisotto and more, for Brandweek Masters Live on Sept. 14-17. Secure your pass and learn from the brand masters.