Create Not Hate partners with mental health charity behind Shout 85258

create not hate and shout

Trevor Robinson’s Create Not Hate initiative is to start work on a new campaign, to be created by under-represented young talent, for Shout 85258, the text messaging support service from charity Mental Health Innovations.

Create Not Hate and Shout

Shout is a free and confidential UK-wide text service for anyone struggling to cope.

Launched in May 2019, it offers a silent and anonymous way for people to reach out at any time of day or night for help with issues such as anxiety, depression, suicide, loneliness, bullying, stress or self-harm.

To date, Shout has supported more than 290,000 texters in over 700,000 text conversations.

Following analysis showing that 65% of its texters are aged under-25, 80% identify as female and the majority are white, Shout wants to extend its support to communities currently underrepresented among its users – among them, Black males between the ages of 14 and 24: a group known to be affected worse than many by mental ill health.

The collaboration between Create Not Hate and Shout 85258 is to raise awareness of the support available through the service among young Black men.

Shout will work with young people recruited through Create Not Hate to develop creative concepts and executions for the campaign. It will do so with the help of outreach partners including schools and local councils.

The process will start with a series of workshops with young people to teach them about different aspects of the creative industries and talk about the creative brief. 

As before, industry mentors will also be involved to offer guidance and support throughout the creative development process.

The aim is to have work completed within eight weeks of the initial workshops. CNH will maintain contact with participating young people to ensure the opportunity is meaningful and long term.

OOH, digital and social campaign

The campaign will run OOH, on digital and social media.

Media will be handled by Total Media.

Trevor Robinson OBE, Create Not Hate’s Founder, who is also Executive Creative Director and Founder of Quiet Storm, said: “I’m really excited and inspired by this project and partnership. 

“When I was a teen going through mental difficulties, I suppressed those feelings as I didn’t feel like I could talk to anyone. 

“Young black kids and men are especially vulnerable today. They don’t feel like they have anyone to confide in because you should just get on and be a man, and the pandemic has made feelings of isolation worse. 

“Therefore working with young people who may well be experiencing this is a brilliant thing to be involved in. 

“To utilise them and their perspective to help create a campaign that will talk to young black guys who might need help; while also working on another Create Not Hate project that will help bridge the diversity gap in advertising.

“I can’t wait to show off the talent of these young people.”

Clare Bolton, Director of Marketing and Communications at Mental Health Innovations, the charity behind Shout 85258 said: “We’re thrilled to be working with Create Not Hate on this important campaign. Shout is free and available for anyone to use 24/7, and we want to make sure that anyone who needs support knows about our service and how to get in touch with us. 

“Diversifying our user base is a key strategic aim for us this year and we feel that the unique creative process deployed by Create Not Hate will be instrumental in developing an authentic campaign that’s derived from the lived experience of the audience themselves, so will have the best chance of resonating with them and creating change.”

Create Not Hate is on the lookout for people to provide services to produce the young people’s creative ideas and give up time to mentor the young people. If you want to get involved or have any  questions, please email info@createnothate.org.

To find out more about Shout 85258, click here.