Don’t Mask Your Feelings:
NHS mental health campaign
NHS Resilience Hub
The Project
The Resilience Hub was launched by Lancashire & South Cumbria NHS Foundation Trust at the start of the pandemic to support public sector workers and their families through the psychological impact of Covid-19. It provides vital resources for emergency services, NHS and social care staff, teachers, council workers, volunteers, and their loved ones.
Hotfoot was appointed by the NHS to develop an engaging, compassionate campaign to raise awareness of the Hub—ensuring those on the frontline knew where to turn for mental health and wellbeing support.
Planning and strategy
Working in close collaboration with the NHS team, we developed a campaign strategy to raise awareness of the Resilience Hub among key frontline audiences. We then created a full suite of campaign assets—including brand identity, photography, website design, and an awareness campaign rolled out across digital, print, outdoor media, and live events.
Since launch, the campaign has delivered exceptional results, driving a significant increase in referrals. It has gone on to win awards and was recognised by the Cabinet Office as a national example of public sector best practice.
Deliverables
Strategy
Defined a clear, audience-focused campaign approach to maximise impact.
Logo Design
Created a distinctive and meaningful visual mark for the Resilience Hub.
Brand Identity
Developed a cohesive visual language to communicate trust and support.
Brand Guidelines
Produced a toolkit to ensure consistency across all communications.
Photography & Video
Captured authentic, relatable content to bring the campaign to life.
Social Media Marketing
Crafted engaging digital content to drive awareness and reach key audiences.
Website Design & Build
Designed and developed an accessible, user-friendly platform for information and referrals.
Campaign Assets
Created versatile materials for digital, print, and outdoor channels.
Exhibition & Printed Materials
Designed high-impact materials for events, outreach, and public spaces.
What our lovely client said...
“We selected Hotfoot because of their passion, commitment and creativity, and we are hugely impressed with their work so far. We have been excited to launch the campaign and help people out there who can really benefit from the support of the Resilience Hub.”
Gita Bhutani, Director for Psychological Professions at Lancashire and South Cumbria NHS Foundation Trust and lead for the Resilience Hub
