Vitality has always leveraged its ambassadors to promote the importance of living a healthy life, but this has never extended beyond physical health. We decided it was time to break this mould. Partnering with long-time Vitality ambassador Jonny Wilkinson to tell the true story behind his struggles with mental health despite being at the top of his game, and one of the most famous faces in Rugby. The take out? Whoever we are, there’s a fine line between being okay and overwhelmed.

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From everyday mental wellness, to more serious conditions - Vitality’s Mental Health Cover has got our clients covered either way. In this concept, we’re getting our audience to question where they are currently sitting on the spectrum and getting them to recognise how easy it is to cross the line from everyday stresses into something more serious. But more importantly, we’re showing them that no matter where they sit, our cover, benefits and tools will help them take back control. I was responsible for concepting, script writing and copy for all the elements of the campaign.