NSPCC Reconnecting: Raising Awareness of Postnatal Mental Health | Clapboard

Reconnecting

Description

In October 2023, NSPCC launched "Reconnecting," a poignant film campaign created by the agency CALLING, aimed at raising awareness about perinatal mental health challenges faced by new parents in the United Kingdom. Responding to a 40% rise in demand for perinatal mental health services between August 2022 and March 2023 and the reality that over 30,000 women are currently on waiting lists for support, this campaign highlights NSPCC’s comprehensive approach to supporting parents and families through difficult transitions. Utilizing a documentary style, director Libby Burke Wilde from NewLand collaborated closely with CALLING to capture authentic testimonies from new mothers, which included the discovery of a deeply personal letter that shaped the narrative. Featuring actor Louisa Lytton, the film weaves a true-to-life story that vividly portrays the isolation and struggles of new motherhood, while emphasizing the healing power of connection with family, friends, and community. By integrating real experiences and voices of individuals impacted by postnatal loneliness and mental health issues, the campaign achieves a genuine emotional impact, fostering empathy and understanding. "Reconnecting" underscores NSPCC’s commitment to supporting parents through initiatives like the NSPCC Helpline and the Pregnancy in Mind service, which offer vital advice and mental health support during pregnancy and early parenthood. The campaign is set to air across NSPCC’s owned and earned media channels starting from 19th October 2023, encouraging those affected to seek help and reminding society of the importance of connection during such a transformative period in life.

Credits

Client

NSPCC

Agency

CALLING

Managing Director

Rani Patel

Executive Creative Director

Josh Tenser

Production House

NEW LAND

Director

Libby Burke Wilde

Producer

Daniella Manca & Trine Pillay

Cinematographer

James Rodes

Crew

Doug Walshe, Vlassis Skoulis, Kirstin Hogg, Jeroen Bogaert, Sam Luker Brown, Jamila Al Adwani, Davo McConville, Michael Fennelly, Alfie Nolan, Brooks Warner James, Jess Summer

Editor

Billy Mead

Edit Producer

Maya Kilic

Sound Design

Leon Jean: Marie & Sunny Kapoor at Curation

Grade

Tim Smith

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