Campaign details

Brand: Time to Change
Client: Time to Change
Agency: N/A

Executive Summary

This is a story of how Time to Change has lived up to its name when it comes to saving the lives of those suffering* from mental health issues.

It is the story of how a strategic shift, from targeting supporters rather sufferers, changed the behaviour of 1.45 million people.

It's a story of how planning targeted the hardest seam to mine, not with the sharpest, most direct tools, but with a more nuanced, indirect approach. It didn't just set up the strategic way forward but influenced the end line, execution and media targeting, which all worked together to reach those who are affected with mental health problems indirectly.

It tells us how the humble beermat became one of the most powerful assets in the pursuit of fighting mental health issues experienced by men.