The charity Time to Change has kicked off a five-year campaign with Ogilvy & Mather London to shift attitudes toward mental health in the UK.
The debut film calls on men to step up to the plate to help their mates struggling with mental health, just as they would if a friend were in physical need. According to the charity’s research, men are greatly affected by mental health but face many barriers in dealing with it, including being less likely to discuss their own experiences.
Besides the film, the campaign will include outdoor and digital executions. Another push in March will focus on young people and their parents.
Liam Butler and Mark Harrison created the ad at Ogilvy, and Ben Whitehouse was the director through Agile Films.