The team from Wire talk about the inspiration behind ‘Careless Words’
Last year, we chose to work mental health charities on a pro-bono basis. Wire donated over 350 hours of billable time to raising awareness of their work. And when we saw that Creative Shootout had partnered with Mind and Rethink Mental Illness, we knew we had to get involved. But why?
One in four people throughout the UK face mental health challenges. Those that don’t, likely care about someone who does – friends, family, colleagues. It’s no different at Wire.
When it came to the entry process, we found it impossible to separate our creative thinking from the personal experiences that have touched us so deeply.
Our Creative Board Director Gerry has lived through a mental breakdown, and his son Olly has suffered with psychosis.
Throughout Gerry’s experiences, he saw that, despite mental health problems being close to many if not all of us, we constantly hear and tolerate careless words and phrases. Terms like “he’s not right in the head” that are cruel and hurtful to people living with a mental health challenge. It’s shameful that we have so many ways to insult people who are suffering. It adds to their pain. So, that was our starting point – we wanted to reflect an issue that means a lot to us, in a way that felt real to us.
Our 60-second litany of abuse throws those words back in the faces of people who think it’s okay to use them. Or who just don’t think about them at all. The acceleration of the delivery heightens the ugliness of the words. Alongside Gerry’s narration sits music composed by his son Olly, echoing the sadness he feels at the insults he’s had to listen to all his life.
We wanted a message that is clear: whether you’re the editor of a national newspaper who thinks it’s fine to splash “nutter”, “psycho” or “madman” across your front page or just somebody who uses these insults casually, it’s not okay.
Please mind your language.