Through a humour-infused campaign, GOOD Agency and Leerdammer are tackling the stigma around youth mental health, using creativity and conversation to make a real impact.
Mental health among young people is at crisis levels. In 2017, an estimated one in nine children had a diagnosable mental health condition, but today, that figure has risen to one in five. That’s five children in every classroom.
In response, GOOD has partnered with Leerdammer and youth mental health charity YoungMinds to launch Talk It Out, an initiative designed to help young people open up about their mental well-being and find support.
The campaign, which taps into Leerdammer’s playful brand personality, uses humour as a gateway to serious conversations. Designed to engage young people in a way that feels natural and accessible, Talk It Out is a multi-channel activation that spans digital assets, events, and school outreach. But how does a cheese brand find its place in the mental health conversation?
And how did GOOD navigate the challenge of balancing levity with the gravity of the issue? We spoke to its CEO and co-founder, Chris Norman MBE, and senior designer, Louis Cochrane, to find out.
Finding the right fit
GOOD Agency was tasked with identifying a social cause that aligned with Leerdammer’s brand values and resonated with its core consumers. Through extensive research and conversations with mental health professionals, the agency saw an opportunity to address the stigma around youth mental health.
“We identified YoungMinds as the organisation that was providing the services that would fill the gap and best aligned with the brand personality of Leerdammer,” says Norman. “Our brief was to develop an initiative that would enable Leerdammer to have a measurable impact.”
Given the brand’s lighthearted, comedic tone, tackling mental health might seem like an unlikely fit. However, Norman explains that humour is a proven way to break taboos and open up conversations about difficult topics.
He says: “A key barrier to young people seeking help is stigma. It has been proven many times that humour is an effective way of breaking that taboo.”
The creative approach
Visually and conceptually, Talk It Out needed to feel youthful, engaging, and authentic. Cochrane and the creative team at GOOD Agency drew inspiration from digital culture, taking cues from social media filters, stickers, and interactive design elements.
“We wanted to take a design approach that would tap into youth culture,” says Cochrane. “Young people today have creativity at their fingertips, with smartphones and social media allowing them to express themselves in eclectic and unique ways.”
The result is a campaign identity that feels dynamic and spontaneous. Bold typography, illustrated stickers, and bright, eye-catching colour palettes combine to create an aesthetic that speaks directly to young audiences. The campaign’s visual consistency was crucial, particularly as it expanded across different formats, from digital activations to event branding and school materials.
“It was designed to capture the attention of young people while also ensuring that Leerdammer’s brand had a strong presence,” Cochrane explains. “A thin black keyline around typography and illustrations added another layer of consistency, reinforcing the visual theme.”
Balancing humour with the sensitivity of the subject was an ongoing challenge. “From the beginning, we knew we had to approach the subject matter with care,” Cochrane says. “Our goal was simply to raise awareness and point young people toward valuable resources, like YoungMinds, that can offer the support they need.”
From pilot to nationwide expansion
Talk It Out launched with a pilot event at Bristol Grammar School, where students, parents, and educators engaged with the campaign’s themes in a real-world setting. The response was overwhelmingly positive. “The teacher responsible for student welfare told us she receives numerous approaches to run similar campaigns, but Talk It Out stood out from them all,” says Norman.
The next step is expansion. GOOD Agency is developing a Talk It Out campaign toolkit, equipping schools with flexible, adaptable resources to roll out the initiative in their own way.
One unexpected insight from the launch? Educators wanted Leerdammer to provide cheese samples. “We are mindful to make sure this is not a product sampling or commercial exercise,” Norman notes. “But we will provide product samples in the future if requested.”
Purpose-driven branding in action
For GOOD Agency, Talk It Out is emblematic of the work they’ve been doing for decades—helping brands develop meaningful, measurable, and aligned social impact initiatives that are aligned with their values. “This approach is in our DNA,” Norman says. We may focus on mental health in the future if it aligns with our client’s purpose, but ultimately, our mission is to create work that has real impact.”
As for the future of Talk It Out, its success so far suggests that brands have an increasing role in addressing pressing social issues. By combining creativity, strategic partnerships, and an understanding of cultural nuances, GOOD Agency has demonstrated how purpose-driven branding can make a real difference.
Mental health conversations aren’t always easy, but with the right approach, they can start with a simple, lighthearted moment. And, in this case, maybe even a piece of cheese.