Time To Change: From Sufferers to Supporters – How Taking the Indirect Route Drove Direct Behaviour Change

Time to Change, a mental health campaign in England, targeted football fanatical, beer-swilling, tabloid-reading 25 to 44-year-old men so they would be better equipped to recognise mental health problems in their friends.

Campaign details

Brand: Time to ChangeClient: Time to ChangeAgency: 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...

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