Time to Change recruits YouTubers in new push

Rethink Mental Health and Mind have released two new films in their Time to Change campaign to change the public's attitudes to mental illness.

One film targets men aged between 25 and 44, while the other focuses on young people aged between 14 and 18. The campaign used insight sessions to develop the creative and put the audience at the heart of a discussion on changing attitudes to mental health.

MediaCom worked with the youth agency Latimer Group on the films. Art direction was by Arthur Rambo, direction was by Madi Maxwell-Libby and Mikolaj Jaroszewicz was responsible for the photography.

In the film aimed at 25- to-44-year-olds, called "meet the wolfpack", four dogs are profiled in a way reminiscent of the film ‘Lock Stock and Two Smoking Barrels’.

The story is of Dave, Chester "the looker", Vinnie "the ladies man" and Phil "the steady guy" and their ongoing friendship. The film cuts to Chester who has "not been up for a laugh" recently and his three friends looking on soberly.

The concept is that dogs can’t talk to each other about mental illness but that humans can and encourages men to look after their mates.

In the film aimed at young people, called "#maketime for friends", YouTube stars, including the comedy duo Jack and Dean and the social commentator Cherry Wallis were recruited for an uplifting film based around friendships.

The idea is that three years of friendship is equivalent to "487 goals, 8,731 selfies and 58 duvet days" among other statistics before taking a darker tone with stats such as "1,098 times you wanted to be alone".

The film features a soundtrack created by the YouTuber Musicalbethan, which will be available to download from iTunes.

The charities hope the YouTube stars, who have thousands of fans between them, will help reach their target audience on social networking sites, including Facebook and Tumblr.

Sarah Cohen, the head of social marketing at the Time to Change campaign, said: "Creating tailored content that reaches certain audiences is key to our wider strategy.

"We have used insights from past research and focus groups to produce two unique films that we hope will deliver our core message in an engaging way."


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