O&M will create an integrated campaign with "hard-hitting messages to cut through to audiences who are not yet engaged". The agency has been awarded a five-year contract.
Time to Change is run by Mind and Rethink Mental Illness, and is funded by the Department of Health, the Big Lottery Fund and Comic Relief. It launched in 2007.
Jo Loughran, interim director at Time to Change, said: "We’ve made progress in transforming attitudes. However, there are still key sections of the population where misunderstanding is rife. We have ambitious plans to reach these audiences, as well as continuing our work to support communities, schools and workplaces."
Time to Change has previously worked with Dare, MediaCom Beyond Advertising, The Outfit and Latimer.