Client: Time To Change
Time to Change will return to TV advertising this spring, with an integrated campaign aimed at getting people talking about mental health.
The ‘”It’s time to talk. It’s Time to Change” campaign, created by Dare, seeks to eradicate silly assumptions about mental health, and to normalise talking about it, through a humourous and highly impactful campaign.
The activity includes a TV spot, which features an office worker imagining the possible reactions of his colleague (who has been away from work with a mental health problem) when he asks how he is feeling. The creative ends with his colleague’s real reaction – a simple: “I’m ok, thanks for asking” – in an attempt to debunk people’s fears, showing how ridiculous people's negative assumptions are.
The campaign is based on evidence that shows the best way to change attitudes and behaviour is through social contact, but research (and our own experience) shows that people feel uncomfortable around those with a mental health problem, even when it is someone they know.
It shows, quite simply, that if you bump into a friend who's been struggling with a mental illness, or someone has just come back to work, you could do something really simple and really easy: ask how they're feeling. A few small words can make a big difference.
It launched in March 21 and will run for four weeks. The TV work will be supported by ambient media and a social media drive, including YouTube activity where viewers can select their own ending to the ‘office’ situation featured in the TV ad.
As the campaign is about getting people talking, the media strategy is based on proximity to conversations, using creative on office water coolers, cinema and student union post cards, beer mats in pubs, and Facebook to prompt people to talk and get in touch with friends and family - whether it's a text, a chat in the pub, or an online message.
Time to Change is England's most ambitious programme to end the discrimination faced by people who experience mental health problems. This social movement is the result of a partnership between Mind and Rethink, England's leading mental health charities, and it is funded with £16m from the Big Lottery fund and £4.5m from Comic Relief. Not only is it England’s biggest ever attempt to end stigma and improve well-being, it is also a world first.
Media planning is via Naked and the7stars.