The new integrated campaign for Time to Change, the mental health anti-stigma programme run by charities Mind and Rethink Mental Illness, created and produced by The Outfit goes nationwide this week.
The 30” TV ad will encourage the nation to talk about mental health and, for the first time, combines TV and radio advertising with bespoke content across digital and social media. The campaign will leverage partnerships with IPC Media and Channel 4. The Outfit also made five two minute short films which expand on the stories of those featured in the TV ad that appear on the Time to Change website and on YouTube.
“The focus of the campaign is that it's often the little things that people can do that can really make a difference. The films highlight that it can be easier to start that conversation than you think, it could be just texting regularly or as simple as putting the kettle on and finding the time to listen. We worked closely with Time to Change networks to cast people with some really inspiring stories to make it easier to talk more openly about mental health. Niall Murdoch, joint MD of The Outfit:
The ads will air on terrestrial and satellite TV channels, national and regional radio stations, in print, digital and social media.
Sue Baker, director of Time to Change, said: "To remove the stigma that still plagues this very common health issue, we need more conversations and to keep this momentum going. We have generations of misunderstanding and prejudice to overturn."
Channel 4 was the first national media organisation to sign up to the Time to Change campaign to address mental health stigma and discrimination in the workplace. Time to Change launched its first programme in 2007. The initiative found there was an 11.5% reduction in the average levels of mental health discrimination reported in 2011 compared to 2008.
Creative agency: The Outfit
Copywriter: The Outfit
Art director: The Oufit
Media agency: MediaCom
Media planner: MediaCom
Media spend £900,000
Production company: The Outfit
Director: Mark Henderson
Editor: 1x 30" TVC - Jan Coombs, 5x 2min films - Sami Abusamra
Audio post-production: Unit