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...