Our industry’s collective action to protect the UK’s creative output from poor workplace mental health & wellbeing

Act now. Download the Code and find out how you can apply it in your organisation.

Brilliant Creative Minds is a mental health and wellbeing campaign for the advertising and communications industry.

It is spearheaded by us (Social & Local CIC), Crown Commercial Service, NABS, IPA, the Alliance of Independent Agencies, the Advertising Association and ISBA.

Our aim is to protect creativity in the advertising and communications industry by eradicating practices in procurement, commissioning and agency cultures that compromise mental health and wellbeing, for example:

We are calling on the industry to pledge commitment to mental wellbeing and creativity by signing up to the Brilliant Creative Minds Code of Conduct  and embedding its principles into workplace culture. 

About the Brilliant Creative Minds Code of Conduct

The Brilliant Creative Minds Code of Conduct has been developed through a robust process of intelligence gathering, including in-depth interviews with senior leaders across the client, agency, and procurement worlds.

Through 8 principles, expressed in less than 100 words, it aims to change behaviour industry-wide.

We’re calling on the industry to commit to embedding the principles of the Brilliant Creative Minds Code of Conduct within their organisations to create an industry where negative workplace stress is reduced, talent is retained, creativity is protected, and work is rewarding.