Mind in Motion
Mind in Motion is a campaign proposing on-the-go mental health support through a collaboration between Mind and Bolt, using mental health trained drivers to provide accessible support during everyday journeys. No matter the destination.
The campaign goal is to use Bolt and Mind’s existing audiences to raise awareness of everyday mental health, encouraging recognition of daily emotions as a pathway to understanding deeper issues.
The tone of voice is central to the campaign, using clear and relatable language to identify everyday emotions. The language reduces stigma and reframes mental health as part of daily life rather than something separate or daunting.
Each scenario features an illustrated outcome developed from the Mind logo, forming a cohesive visual system across the campaign. Inspired by playful illustration in mental health communication, this style helps soften the subject matter and increase accessibility. The colour palette is kept consistent with Mind’s branding to maintain clarity and recognisability.
Speech bubbles act as a visual cue for conversation, encouraging openness around emotions while reinforcing the campaign’s message. Their resemblance to text messaging taps into a familiar, everyday interaction, drawing attention and increasing relatability. The repeated response, “Bolt with Mind in Motion,” establishes consistency and strengthens memorability across all touch points.