Nuffield Health CBT Campaign
Changing thinking by changing the question
This campaign was created for Nuffield Health to promote its Cognitive Behavioural Therapy (CBT) services to a broad member base, spanning different ages, life stages and mental wellbeing needs.
Rather than explaining CBT in clinical or academic terms, the creative approach focused on headline-led insight — using simple, intelligent questions to mirror the core principles of CBT itself. Each execution was designed to gently interrupt everyday thinking patterns, prompting audiences to pause, reflect, and recognise behaviours or thought loops they might want to change.
The work relied on clarity, restraint and emotional intelligence. By avoiding alarmist language or overt problem-diagnosis, the campaign created a safe, non-judgemental entry point into mental wellbeing — positioning CBT not as a last resort, but as a practical, empowering tool for everyday life.
I was responsible for the concept, copywriting and overall creative direction, ensuring the tone remained supportive, human and accessible across all formats, while aligning closely with Nuffield Health’s trusted, evidence-based brand.