Pick of the week: Time to Change "Be in your mate's corner" by Ogilvy & Mather London

The Time to Change ad makes Maisie McCabe hopeful about future attitudes to mental health.

The spot’s blokey tone and comparison between mental and physical support get across the message that people need to recognise when their mates need help.

It was written by Liam Butler, art directed by Mark Harrison and directed by Ben Whitehouse through Agile.

Brand: Time to Change 
Title: Be in your mate’s corner
Agency: Ogilvy & Mather London
Client: Jo Loughran, director of operations

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Case study: How 'This girl can' got 1.6 million women exercising
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1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

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