Time to Change, the mental health anti-stigma campaign, has unveiled new video content to directly target men aged 25-44 and young people aged 14-18.
The first film was commissioned following research that shows men find it more difficult to talk about mental health than women, and uses four dogs to show the dynamics of male friendship groups.
The video with the ‘wolfpack’ of dogs looks to encourage men to look out for their mates and be there for people they know who might be experiencing a mental health problem.
Thea Cole, director of content at MediaCom Beyond Advertising said: “Devising unique, targeted content specifically devised for the YouTube platform is a powerful way of building a community of interest around a cause. We hope the calibre of the YouTubers, alongside clever storytelling will encourage young people to spread the word about the #MakeTime campaign. Using humour to engage with a male audience via a canine cast which personifies a group of mates will, we hope, make the campaign’s message infinitely sharable.”
A second video looks to bring to life the fact that one in 10 young people will experience a mental health problem.
YouTubers that feature in the film include comedy duo Jack and Dean, singer musicalbethan and social commentator Cherry Wallis.
Sarah Cohen, head of social marketing at Time to Change said: “Creating tailored content that reaches certain audiences is key to our wider strategy. We have used insights from past research and focus groups to produce two unique films that we hope will deliver our core message in an engaging way.”