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Rousing Mental Health Campaign Urges You to Get In Your Mate's Corner

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O&M London kicks off five year campaign for Time to Change

Rousing Mental Health Campaign Urges You to Get In Your Mate's Corner

Today, O&M London & Time to Change kick off a 5-year campaign aimed at shifting attitudes toward mental health throughout England with the debut film ‘In your mate’s corner’. Since being appointed by Time to Change in September, O&M have set out to create a positive step-change in the way mental health is seen & spoken about across the country.

With men no strangers to stepping up to the plate when their friends are physically in need, the new campaign from O&M is a call for men to rise to the occasion in the same way where mental health is concerned. The film ‘In your mate’s corner’ follows a group of regular guys on a mission to reach out to a mate, highlighting the significant role men can play in a friend’s life just by rallying around when they notice a concerning change in behaviour. 

Time to Change recently carried out research into men’s attitudes towards mental health throughout England with the insights revealing there are a number of barriers preventing men from opening up to the topic of mental health- including a far less likelihood of reporting or discussing their own experiences. 

The new campaign is urging men to recognise how their attitudes and behaviours can influence others’ experiences of mental health problems - & that being in a friend’s corner can make all the difference. The campaign is relevant to everyone – men, women and young people, showing straightforward ways that anyone can be there for someone, being the friend they’ve always been. 

There are three steps people can take if they think a friend is struggling:

1. Text, call, reach out to your mate

2. Ask how they are, listen without judging

3. Be yourself, do everyday things



Jo Loughran, Director of Operations at Time to Change: “Our research clearly shows that mental health problems are just not on the radar for men. However, we also know that men feel strongly about brotherhood and friendship and can play a vital role in looking out for their friend’s mental health and wellbeing. We want to show that being in your friend’s corner doesn’t have to be difficult or awkward. Breaking the cycle of men feeling unable to reach out has never been more urgent. We need to help men realise that they can be in their friend’s corner and make a real difference, even change someone’s life.”

Mick Mahoney, Chief Creative Officer, O&M London: “We’re delighted to be launching our first work for TTC. Understanding of mental health in the UK has come on in leaps and bounds in the last few years but we know we’ve still got a long way to go. If blokes could see their mates were in trouble, they’d step in. So we’ve got a clear role to play in helping blokes to spot the symptoms and take action”

The integrated campaign launches today and will feature film, OOH, DOOH & digital executions. Time to Change will be following up with a campaign burst targeted at young people and their parents in March along a similar theme.

O&M were appointed by Time to Change in September 2016, alongside a number of new clients including Sipsmith, Babylon, National Citizen Service & UK home Ownership. 

The agency further expanded their client list in 2017 having recently been appointed by Boots, Vodafone & Bulmers to handle brand communications within the UK. 

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Genres: People, Storytelling, Dialogue

Categories: Charity, Corporate, Social and PSAs

Ogilvy UK, Thu, 23 Feb 2017 12:39:28 GMT