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Time To Change

National Time to Change campaign launches with DARE


By Ishbel Macleod, PR and social media consultant

January 9, 2012 | 2 min read

A new national campaign for Time to Change, the anti-stigma programme run by Mind and Rethink Mental Illness, has launched today.

Created by DARE, the ‘It’s time to talk. It’s time to change’ campaign will include TV, radio, print and digital advertising, including a set of cartoon strips by illustrator Stephen Collins discussing the likely responses to asking someone about their mental illness.

Sue Baker, Time to Change director, said: “The aim of our social marketing campaign is to use creative, innovative methods to reach our target audience. It’s time to talk. It’s time to change, encourages the public to talk and open up about something that affects one in four people in our society.

“Through the use of subtle humour in our advertising, we hope we can remove the awkwardness and fear that stops many people talking about mental health.”

As well as the TV ad which aired last year, the radio ads will feature Olivia Colman, who appeared as Sophie Chapman in Channel 4’s Peep show

DARE also worked alongside Time to Change to create a new online portal, allowing people make a pledge to end the silence around mental health. This new section includes tips on how to start a conversation and an option to send e-cards, showing someone you’re thinking of them.

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