We launched the ‘Just Say’ NHS mobile app in 2021, which was designed to empower young people by providing advice on how to be happy, healthy, safe and independent. Following a research exercise that showed young people were easily able to recognise if friends or peers were struggling, the O team created a design-led campaign which encouraged not only downloads, but also for youth users to share it with their peers.

The campaign offered peer-to-peer advice to drive real behaviour change. Creative content designed around a WhatsApp style message trail between friends with both tone of voice and call to action was aimed at driving young people to seek support.