Blue Monday – Help for Heroes – Hidden Wounds Campaign


Today is Blue Monday, and here at TomandSteve we’ve been working on a campaign with Help for Heroes to help raise awareness around Mental Health, and more specifically the Help for Heroes – Hidden Wounds. This service provides support for ex-service personnel and their families who live with, depression, anxiety, anger or lack of motivation for daily activities.

On January 3rd we visited Tedworth House in Wiltshire, to film with Corporal Daniel Grobler in both a mini feature film and also a case study video whereby he discussed his own experiences.

Pre-Christmas TomandSteve developed a detailed storyboard and campaign video that we felt would create conversation within the social media arena, but also, (and more importantly), would connect with ex-armed forces members who might be suffering alone, thereby encouraging them to sign up to the service and gain support for the Help for Heroes, Hidden Wounds team.

The feature film saw Daniel training in isolation on a gym treadmill, pushing himself to the absolute limit of exhaustion, until he eventually is forced to punch the ‘Stop’ button on the treadmill and bring the video to an end. The concept was simple; Many ex-armed forces members still train and retain their fitness, so this is something they would all be able to relate to, and after watching the video would hopefully feel able to stop their own suffering and reach out for support.

We also filmed two case study videos, one with Daniel, whereby he discussed his story, and how Help for Heroes – Hidden Wounds have been able to assist him with his Mental Health issues, and one with Hidden Wounds Practitioner – Tori Drane.


Both videos have been very well received and although we believe that some of the success goes down to the TomandSteve creative that we devised, the great planning and strategy from Help for Heroes, and a huge, huge part of their success must be attributed to Daniel. He was an absolute pleasure to work with, and allow us to capture his most personal thoughts and feelings. We believe the videos success is primarily down to his honesty and how this transcends on camera.

The videos were published on Facebook, Twitter and Youtube during the week leading up to January 16th 2017, otherwise known as Blue Monday, and to date they have been very well received online. If you combine all of the content we produced for this campaign it has received over 100,000 views, 650+ shares, and over 4,000 reactions and comments on the Help for Heroes Facebook page alone! It’s also been hugely successful on Twitter, and has been shared and written about by multiple publications and blogs. Finally and most importantly, Help for Heroes reported to us they have a had an influx of ex-armed forces members signing up to the service since launching the campaign, which is ultimately what this is all about.

If your company or charity would like TomandSteve to help produce a digital campaign to raise awareness around a subject or concept you are promoting, please get in touch.