MiND's honest approach

Suicide is, unfortunately, the leading cause of death among young people in Scandinavia while, in older age groups, loneliness is reaching concerningly high levels.

Organisations like MiND require support to manage the influx of calls from individuals battling these issues and, in this heartfelt spot, director Daniel de Viciola shows the importance of the charity's work in helping those who need support. 

Created by Pool Stockholm and shot through production company Aspekt, the 80-second spot draws inspiration from the experiences of volunteers at MiND, with the narrative exploring the challenges some people face in their mental wellbeing.

"We follow three different stories: a young man having a panic attack on a bus, a mother grappling with parenthood and depression, and an alderman struggling with loneliness," explains De Viciola. "Each character faces a mental health challenge linked to one of MiND’s Help Lines and, without assistance, they might end up calling the Suicide Line as a last resort. I created a parallel, 'mental' universe that featured what each character feels. In these brief scenes, the camerawork portrays the hyperventilation of a panic attack, the mental chaos of a depression or how the time is perceived when you deal with loneliness. I had a fantastic collaboration with DoP Arvid Kornstrand, who played a crucial role in developing these scenes."