Youth mental health first in the General Election

Following a successful rebrand of YoungMinds earlier this year, the agency has collaborated with the charity to show the reality of being a young person in the UK today. The campaign aims to encourage every voter to make youth mental health a priority when they show up to the polls on July 4th.

The film was created using audio, images and videos gathered from young people across the UK, including those from Livity’s In Future List, a youth talent programme which nurtures a community of young creatives, entrepreneurs and activists. Young people were asked three simple questions; What is it like being young in the UK today? What do you want voters to understand about youth mental health? And why does this election matter to you? The result is an eye opening glimpse of life for today’s youth and why it’s vital their voices are heard and their situation addressed in this election.

We know less than half (43%) of young people think the main political parties care about their mental health and 60% don’t think politicians listen to them[1]. At this crucial time, this film gives a platform to young people to make their voices heard. Young people’s mental health must be a priority this election and we hope that people who see and engage with this film will have this front of their mind when they head to the polls.

As a youth focused, and mission driven creative business, we have always encouraged young people to get out and vote on what matters to them. We know that mental health is top of their priority for themselves and their communities but it’s not young people’s problem to solve. It’s been great to continue our work with YoungMinds on this campaign. Particularly when there are systemic issues which have caused this crisis. With the film we are urging anyone who cares about the next generation to consider them as they go to the polls next month.

Alex Goat, CEO of Livity
There’s been a disconnect growing between generations. It’s there in black and white. It takes a village to raise a child - we can’t just let young people slip out of the thought process from our nation's leaders. With further neglect and disparity you only create a generation fuelled with systematic issues that weren’t addressed when they were needed to. I hope leaders of tomorrow can make the space for our unheard voice, because if not, there will only be further vulnerability of the children of tomorrow.

Marcus Austin, Film Director and member of the In Future List

Earlier this year, YoungMinds launched their refreshed brand identity, created by Livity. The two organisations are working together on further activations which will continue to support more young people and bring attention to the mental health crisis facing the younger generation.

[1] Power, Trust and Change: How the General Election is impacting young people’s mental health, YoungMinds, June 2024

Livity is a youth specialist consultancy and creative studio, working hand in hand with the next generation to future proof brands. For 21 years, Livity has been working exclusively with youth audiences, so they understand not just hype behaviour and what the latest TikTok trend is, but what fundamentally matters to young people. The next generation informs, inspires and co-creates everything they do.

Purpose-led from the start, Livity harnesses the power of creativity for good and reports annually on its own social impact. Clients include Foot Locker, Google, Bumble, YouTube Speedo, Coppafeel! and UK Government.