Support is their strongest weapon

Caring about human health is what we do. That’s why we are proud to support the PM Society’s annual Creativity for Good initiative, championing You Okay, Doc? – a charity providing vital mental health support for healthcare professionals.

Using our creative skills for a cause that matters, the brief was to create a piece of bespoke digital art for the You Okay, Doc? Art Gallery at the PM Awards 2026. This was our opportunity to showcase the mental health experiences of healthcare professionals through a positive lens, portraying strength, community and healing.

OUR IDEA

After weeks of research, unpacking the brief and exploring ideas from every angle, we arrived at a single concept that spoke louder than the rest.

Our chosen idea draws a parallel between soldiers on the front line and healthcare professionals. Both operate under relentless pressure, making life-or-death decisions. And both are expected to stand strong and unwavering, no matter the cost.

Toy model of a health worker yawning

BaTTLE-READY

In BATTLE-READY, we reimagined the iconic childhood green toy soldier as a modern medical hero. Cast in medical blue and mounted on the familiar plastic bases, our figures are not poised for combat. Instead, they are sculpted in moments of strain and strength.

They serve as a poignant reflection of the unseen weight our healthcare professionals carry every day.

The final piece has been displayed as part of the You Okay, Doc? Art Gallery, at the 40th anniversary PM Awards, in a transparent retro-style toy pack, reminiscent of the hobby shop classics. Printed on the packaging is a simple, powerful and grounding truth: “Support is their strongest weapon“.

Photo of a bag of blue model heath workers

HOW WE DID IT

We brought this concept into the real world by designing and 3D-printing 50 bespoke figures.

These figures have been scattered throughout the venue at the PM Awards, serving as a small yet tactile reminder of a very real crisis.

Close up of bag of blue model health workers
Sliding carousel of images

We jumped at the chance to get involved with the Creativity for Good challenge. You Okay, Doc? is such a brilliant charity, and the work they do for healthcare professionals battling mental health struggles is something we care deeply about. We didn’t just want to tick a box; we wanted to push the boundaries and create something memorable that speaks to the audience in a captivating way. The team has thoroughly enjoyed the challenge, and we’re incredibly proud of the result.

Sam Wright

Creative Director

Working on this year’s brief was really energising. It allowed us to spotlight the unspoken mental health challenges and challenge our perceptions of the weight healthcare professionals carry. Collectively, the participating agencies raised over £40,000 for You Okay, Doc? – a powerful testament to what our industry can achieve when creativity is driven by a shared and meaningful purpose.

Tom Deane

Strategy Director

Let’s create something that matters

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