Making Time to Change Matter
Time to Change: From Stigma to Strength (Advertising, Social)
Did you know that 1 in 4 of us will suffer from a mental health problem this year?
Awareness and understanding around the issue of mental health has come on in leaps and bounds in the UK in recent years, apart from with one key demographic: young men. In order to break through the barriers of “blokism” we identified the key ‘Trojan horse’ of BROTHERHOOD. Our research showed that blokes would do anything for a mate, so we were able to turn the attention away from targeting sufferers to celebrating supporters. And the “#InYourCorner” campaign was born.
The TTC campaign reached over 18.5 million people in the UK and the website saw a 50% rise in traffic. More importantly, an astonishing 1 in 3 men who saw the campaign said they’d either stepped in to support a mate or said they were going to in the future as a result of the communications. Phase 2 of the campaign is due to roll-out in Autumn 2017.