Hellblade Ninja Theory

Senua's Sacrifice Mental Health Awareness Campaign


One of our goals with Hellblade was to portray psychosis in a truthful fashion within the context of a compelling video game experience. Since launch, we have been overwhelmed by the positive response from the mental health community and the impact Hellblade has had on mental health awareness in video games. As such, we decided to create a campaign that could coincide with and culminate on World Mental Health Day on October 10th 2017.
Around this time it had been a month or so since Hellblade launched, and due to the positive attention it had received in the press it was the right time to start planning our accolades trailer. However, rather than go down the traditional route of highlighting key press quotes and reviews, we wanted to honour those who had reached out to us with their stories and experiences of mental health as a result of playing Hellblade. Our goal was to share with a wider audience just how much impact Hellblade had on mental health awareness and understanding among those who played it. As such, we started work on getting back in touch with fans who had emailed us about their experiences, asking them for permission to quote them in an upcoming trailer. We were delighted that every single person replied, and accepted and encouraged us to share their words with the public.

This professional campaign titled 'Senua's Sacrifice Mental Health Awareness Campaign' was published in United Kingdom in October, 2017. It was created for the brands: Hellblade and Ninja Theory, . This Film medium campaign is related to the Gaming, Health, and Public Interest, NGO industries and contains 1 media asset. It was submitted almost 6 years ago.


Game: Ninja Theory
Not for Profit: Rethink Mental Illness
Product Manager: Francesca Mead
Commercial Director: Dominic Matthews
Chief Creative Director: Tameem Antoniades
Lead Actress/Video Editor: Melina Juergens


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