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Top Spot of the Week: Sweet Shop's Youness Benali Directs SANE Film To Battle Depression

By

Robert Goldrich
Thursday, May. 17, 2018

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SANE, a mental health charity in the U.K., has launched a national advertising campaign to encourage those struggling with depression to find their voice and call for help. Created pro bono by ad agency Iris, the campaign has as a centerpiece this film which portrays a man being silenced by an unidentified intruder who covers his mouth as he struggles to answer the phone. The intruder is a metaphor for the man’s depression, who wants to stop him talking. The film ends with the line: “Your depression doesn’t want you to talk. But we do”.  

The nature of depression can discourage people from talking about their illness, cutting them off from help. Yet research shows 69% of helpline callers found that talking to someone enabled them to cope better and feel supported, less anxious, and more in control. Through this campaign SANE is encouraging more people to get in touch.

Youness Benali of Sweet Shop, who directed the PSA, said, “This script gave me the opportunity to create a powerful film. A film that is visually striking but also emotionally gripping. A film that both educates our viewers and inspires and directs them towards the help that they or the people in their lives who battles depression so desperately need.”

Credits

Client SANE Agency Iris David Prideaux, executive creative director; Matt Weston, Pete Sanna, associate creative directors; Adam Walker, producer. Production Sweetshop Youness Benali, director; Justin Edmund-White, producer; Spencer Dodd, managing director. Editorial TenThree Ellie Johnson, editor. Postproduction Electric Theatre Collective Jason Wallis, colorist. Audio Post Factory Studios Anthony Moore, Jack Hallett, sound engineers. Music Supervision Theodore  David Bass, music supervision.

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