Courage

ACTING BEYOND BORDERS

Long before the SDGs were created, we have been helping raise awareness and communicating issues far beyond our shores. This started with Live Aid, Live 8 and Comic Relief and progressed with (RED) and support for campaigns such as 1Goal, Malaria No More and the Global Fund.

ACTING BEYOND BORDERS

Long before the SDGs were created, we have been helping raise awareness and communicating issues far beyond our shores. This started with Live Aid, Live 8 and Comic Relief and progressed with (RED) and support for campaigns such as 1Goal, Malaria No More and the Global Fund.

And then there has been communicating the need for humanitarian support, to aid disaster zones and countries affected by war. In 2008, we helped create the Gimme Shelter campaign for UNHCR, to aid those uprooted by continuing conflict in eastern Congo. And we campaigned for an end to the conflict in Darfur. In 2010, we supported Sean Penn and the J/P Haitian Relief Organisation following the devastating earthquake in Haiti. And in 2014, we teamed up with Banksy, Elbow and Idris Elba, and helped create the #WithSyria campaign, a global initiative to raise awareness about the humanitarian crisis in Syria and advocate for peace.

UNHCR Gimme Shelter

UNHCR Gimme Shelter

More recently, we have supported the WHO Foundation’s efforts following the Turkey/Syria Earthquake, and the Sudan crisis. And we work with the Foreign Office and a number of Ukrainian organisations to shed light on the Russia/ Ukraine war.

And then there has been communicating the need for humanitarian support, to aid disaster zones and countries affected by war. In 2008, we helped create the Gimme Shelter campaign for UNHCR, to aid those uprooted by continuing conflict in eastern Congo. And we campaigned for an end to the conflict in Darfur. In 2010, we supported Sean Penn and the J/P Haitian Relief Organisation following the devastating earthquake in Haiti. And in 2014, we teamed up with Banksy, Elbow and Idris Elba, and helped create the #WithSyria campaign, a global initiative to raise awareness about the humanitarian crisis in Syria and advocate for peace.

More recently, we have supported the WHO Foundation’s efforts following the Turkey/Syria Earthquake, and the Sudan crisis. And we work with the Foreign Office and a number of Ukrainian organisations to shed light on the Russia/ Ukraine war.

COURAGE TO HELP EACH OTHER + OURSELVES

“What is the bravest thing you’ve ever said?” asked the boy.
“Help,” said the horse.

Over the last five years, the focus on mental health has grown significantly. The COVID-19 pandemic played a major role, highlighting the importance of mental well-being amidst isolation, uncertainty, and stress. Freuds has been at the forefront of communicating the shift towards mental health wellbeing and behaviour change, encouraging conversation around mental health struggles, and helping to reduce stigma.

In pre-COVID days, a huge focus for us was on Alzheimer’s and different forms of Dementia, with campaigns including Dementia Friends, A Day To Remember, and Santa Forgot.

Every Mind Matters was launched in October 2019, and it could not have been timelier, with a pandemic looming just around the corner. And from this launch, there have been multiple campaigns focusing on individuals, workforces, families and communities – all with focus on encouraging everyone to look after their mental wellbeing, and to look out for others.

Then, probably the most globally impactful and inspiring work was born, from a set of heartfelt drawings.

Matthew Freud’s friend, the artist Charlie Mackesy, started sharing illustrations on Instagram, all with simple yet powerful messages, emphasising themes of kindness, friendship, vulnerability, and self-acceptance. These messages struck a chord, and the drawings soon became a book, and since its publication in 2019, it has become the UK's bestselling adult hardback book since records began. The book has sold millions of copies worldwide and has been translated into numerous languages. Its impactful messages and illustrations have resonated with readers of all ages, particularly during the pandemic.

And then spreading the message even further, the book became a short, animated film, winning an Oscar in 2023. By addressing universal human experiences with warmth and empathy, Mackesy has created a safe space for people to reflect on their feelings and find solace. His contributions have made a lasting difference in promoting mental well-being and reducing stigma around mental health.

Alzheimer’s Research UK
Santa Forgot

COURAGE IN OPENING UP

It is difficult to talk about death. But when people have the courage to reflect, it encourages us all to consider resilience and the human spirit.

Lord Philip Gould was a British political strategist and key figure in the Labour Party. He was also a non-executive director at Freuds, with an ability to bridge the worlds of politics and public relations, offering valuable perspectives on effective communication strategies. And he was Matthew Freud’s dear friend.

Diagnosed with oesophageal cancer in 2008, Gould underwent years of treatment, including chemotherapy and surgery. Initially, he appeared to have overcome the illness, but the cancer returned in 2010.

COURAGE IN OPENING UP

It is difficult to talk about death. But when people have the courage to reflect, it encourages us all to consider resilience and the human spirit.

Lord Philip Gould was a British political strategist and key figure in the Labour Party. He was also a non-executive director at Freuds, with an ability to bridge the worlds of politics and public relations, offering valuable perspectives on effective communication strategies. And he was Matthew Freud’s dear friend.

Diagnosed with oesophageal cancer in 2008, Gould underwent years of treatment, including chemotherapy and surgery. Initially, he appeared to have overcome the illness, but the cancer returned in 2010.

During the final months of his life, Gould embraced what he called the "death zone," a period of deep introspection and acceptance. He used this time to reflect on his relationships, achievements, and the meaning of life. His book, written during this period, offers insights into facing terminal illness with courage and optimism. Gould emphasized that death, while challenging, could also be life-affirming and revelatory.

Some years following Philip’s death, Freuds embarked on a different but equally compelling and emotive journey, with Rio Ferdinand. Being Mum and Dad is a deeply moving documentary, which aired on BBC One in 2017. It explores Ferdinand's personal journey of coping with grief and raising his three children after the tragic loss of his wife, Rebecca Ellison, to cancer. The film candidly portrays the emotional challenges of becoming a sole parent while navigating the complexities of bereavement.

Rio Ferdinand Being Mum + Dad

Rio Ferdinand Being Mum + Dad

The documentary resonated with audiences for its raw honesty and vulnerability, shedding light on the importance of seeking support and addressing mental health during times of loss. It also highlighted the role of organizations like Child Bereavement UK in helping families cope with grief. Ferdinand's openness in sharing his story encouraged conversations about bereavement and the struggles faced by single parents.

The documentary received widespread acclaim and won the BAFTA for Best Single Documentary in 2018.

During the final months of his life, Gould embraced what he called the "death zone," a period of deep introspection and acceptance. He used this time to reflect on his relationships, achievements, and the meaning of life. His book, written during this period, offers insights into facing terminal illness with courage and optimism. Gould emphasized that death, while challenging, could also be life-affirming and revelatory.

Some years following Philip’s death, Freuds embarked on a different but equally compelling and emotive journey, with Rio Ferdinand. Being Mum and Dad is a deeply moving documentary, which aired on BBC One in 2017. It explores Ferdinand's personal journey of coping with grief and raising his three children after the tragic loss of his wife, Rebecca Ellison, to cancer. The film candidly portrays the emotional challenges of becoming a sole parent while navigating the complexities of bereavement.

The documentary resonated with audiences for its raw honesty and vulnerability, shedding light on the importance of seeking support and addressing mental health during times of loss. It also highlighted the role of organizations like Child Bereavement UK in helping families cope with grief. Ferdinand's openness in sharing his story encouraged conversations about bereavement and the struggles faced by single parents.

The documentary received widespread acclaim and won the BAFTA for Best Single Documentary in 2018.

GIVING A VOICE  TO THOSE WHO  DON'T HAVE ONE

“Most people know me as Mo Farah. But that’s not my name. It’s not the reality.”

And with that one line, Mo Farah introduces the bombshell 3 ½ minutes into the documentary – The Real Mo Farah.

Months before, Mo had met with Matthew, and uttered some very similar words. And thus a BAFTA-award winning documentary was put into motion. It reveals the untold story of Sir Mo Farah, one of Britain's most celebrated athletes, and his harrowing journey as a victim of human trafficking. Contrary to the narrative he had previously shared, the documentary discloses that Mo Farah was born as Hussein Abdi Kahin in Somaliland. At the age of nine, he was illegally trafficked to the UK under another child's name and forced into domestic servitude.

The film explores his early struggles, including the abuse he endured and the challenges of adapting to life in the UK. It also highlights the pivotal role of his school and a supportive teacher who helped him escape his difficult circumstances and discover his talent for running. Through candid interviews and emotional reflections, Mo Farah shares how he overcame these adversities to become a four-time Olympic gold medalist.

The documentary sheds light on the broader issues of human trafficking and modern slavery, sparking important conversations about these topics.

These types of topics are what we strive to keep in the spotlight at Freuds. Such as the "empty chair" at the Nobel Peace Prize ceremony in 2010 - a powerful symbol of resistance and human rights advocacy as Liu Xiaobo, a Chinese democracy activist and writer, was awarded the Nobel Peace Prize for his non-violent struggle for fundamental human rights in China. He was unable to attend the ceremony in Oslo, Norway, as he was imprisoned by the Chinese government for his activism.

We continue to support refugee stories and awareness through Walk With Amal and Choose Love; and highlight the important work of organisations such as the Helen Bamber Foundation and NSPCC, in providing specialized care and support to survivors of cruelty and other forms of abuse.

Liu Xiaobo Nobel Peace Prize

COURAGE TO CHANGE THINGS

Idris Elba made a plea, "You're going to stab your future if you stab someone else. You become a murderer, you go to prison, you ain’t got anything. For what? For some beef that lives within your community."

This powerful statement reflected a courage and commitment to raising awareness and encouraging young people to make better choices.

Since this statement was made, Freuds has worked with Idris to create Don’t Stop Your Future. Launched in January 2024, the campaign calls for urgent government action, including banning zombie knives and machetes, increasing funding for youth services, and addressing the root causes of serious youth violence.

Following the campaign, the UK government has made several key changes, including a ban on Zombie Knives and Machetes; a new initiative called the "Young Futures Programme" focused on supporting young people most at risk of serious violence through dedicated hubs and services; and a Coalition to Tackle Knife Crime - a cross-ministerial coalition to address knife crime. This coalition includes grassroots organizations, statutory bodies, and campaigners, fostering collaboration to tackle the root causes of youth violence.

In other areas, Freuds has helped support courageous individuals and organisations who are dedicated to positive change. We helped Sir Lewis Hamilton launch The Hamilton Commission, in collaboration with the Royal Academy of Engineering, which aims to improve the representation of Black people in UK motorsport and the STEM sector. We support Trent Alexander-Arnold with The After Academy, in partnership with the Professional Footballers' Association (PFA). It aims to support young footballers who leave academy systems without securing professional careers in the sport. Recognizing the challenges these individuals face, such as isolation and uncertainty, the program provides guidance and resources to help them transition into fulfilling careers outside of football.

And we work with major organisations to combat issues of racism and hate - to promote equality, diversity, and inclusion.