Spirit Media enlisted Jordan Stephens, one half of hip-hop act Rizzle Kicks, plus a host of celebrity influencers, for #IAMWHOLE – an NHS/YMCA anti-stigma campaign launched to coincide with World Mental Health Day on 10 October 2016.  Backed by, among others, James Corden, Ed Sheeran and Dermot O’Leary, who used their influence on social media to spread the message, the central idea was to encourage people to post a selfie with a circle drawn on their hand to raise awareness. #IAMWHOLE, which was aimed at 11- to 24-year-olds, kicked off with the live launch of song Whole in the 162m-high BritishAirways i360 venue on Brighton beach. A national and regional PR campaign ran simultaneously.

IAMWHOLE influencers

IAMWHOLE influencers


Campaign Partners

NHS Brighton and Hove CCG and Spirit Media

Production, audience building and PR agency, Spirt Media, were commissioned by NHS Brighton and Hove CCG to: create the campaign concept; produce all video content; develop a social media and PR strategy; design infographics and school workshop resources; liaise with campaign ambassador, Jordan Stephens, and other high-profile campaign supporters.

YMCA Right Here, YMCA England and NHS England

Volunteers and staff from Brighton & Hove’s YMCA Right Here mental health project were involved in the filming of the campaign videos and also developed a new mental health service directory website for young people in partnership with other local groups. YMCA England commissioned nationwide research into the prevalence and impact of mental health stigma on young people and published the findings in an ‘I am whole’ report. YMCA services across the country supported the campaign on social media and through regional press activity.  YMCA England Chief Executive, Denise Hatton, acted as a national media spokesperson on launch day, together with NHS England’s National Clinical Director for Mental Health, Tim Kendall.

Brighton & Hove City Council

The city’s Public Health schools liaison team is supporting #IAMWHOLE engagement within local schools and colleges.



  • 222 pieces of national and regional UK media coverage with an audience reach of over 120 million (121,067,744) and an advertising value equivalent of £534,180; 1 million earned views of the campaign and music video during October 2016 (1m paid-for views on YouTube and Facebook combined would have cost approx £60k)
  • 68% of Key Stage 4 students (14-16 year olds) across the city reported an awareness of #IAMWHOLE a month after launch
  • Facebook: 1.3 million views and 12,000 shares on Facebook
  • Twitter: 17.5 million reach, 73 million impressions & 18,000 tweets
  • Instagram: 8,000 posts
  • Audience reach of 121,067,744


“The campaign results are impressive!” Campaign Manager, Prime Minister’s Office