Creative Work of the Week: Ogilvy & Mather and Time to Change encourage men to 'be in your mate's corner'

Creative Work of the Week: Time to Change

Ogilvy & Mather London and Time to Change’s new five-year campaign aimed at shifting attitudes towards mental health has impressed The Drum readers, winning this week’s European Creative Work of the Week title.

Since being appointed in September, Ogilvy & Mather has set out to create a positive step-change in the way mental health is seen and spoken about across the UK.

‘In your mate’s corner’ urges men to recognise how their attitudes and behaviours can influence others’ experience of mental health problems – and that being in a friend’s corner can make all the difference.

Targeting men, women and young people, the film shows straightforward ways that anyone can be there for someone, being the friend they’ve always been.

“We want to show that being in your friend’s corner doesn’t have to be difficult or awkward,” explained Jo Loughran, director of operations at Time to Change. “Breaking the cycle of men feeling unable to reach out has never been more urgent. We need to help men realise they can make a real difference, even change someone’s life.”

To vote for next week’s Creative Work of the Week visit The Drum’s latest Creative Works round-up here.

Keep up to date with the latest advertising, design and creative work from around the globe on our Creative Works homepage. If you’re looking to submit to Creative Works you can do so here using our online form.

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

All by Gillian