Time to Change, the mental health campaign that aims to challenge the stigma attached to the issue, has released an ad that promotes communication between colleagues and friends as a method of tackling the issue.
Developed by Ogilvy UK, ‘Ask Twice’ promotes repeating the question if concerned about someone’s wellbeing, in reaction to research that claims those answering to 'how are you' with 'I'm fine' often do so falsely.
This insight saw Ogilvy Consulting use behaviourial science to inform the creative.
Jo Loughran, director of Time to Change, explained: “There are still one in four adults and one in 10 young people who experience a mental health problem in any given year. We hope these films will give more people the confidence they need to be there for a friend who may be struggling.”
Jules Chalkley, executive creative director, Ogilvy UK, added: “We wanted the campaign to tackle the serious issue of mental health in a way that connects with our audience and to break down the preconception that asking for help from a friend when you’re struggling isn’t something you do.
"With ‘Ask Twice’, we’re building on the call for awareness with action. Whether you see the campaign on TV, social media, in the pub restrooms or even on a beer mat, we’re going one step further in showing how people can actually help.”
Activity will run across radio, social channels, pub posters and beer mats.