Campaign details

Brand: Time to Change
Advertiser: Time to Change
Agency: Ogilvy & Mather

One Small Act for One Big Outcome

1 in 4 people experience a mental health problem every year1.

In my lifetime, I have experienced mental health problems…on numerous occasions.

I've also feared the stigma and discrimination that's associated with it.

So, this story is particularly personal to me. But with those stats, it's probably personal to everyone.

Background

A brief history of attitudes towards mental health

Bethlem Royal Hospital, built in 1247, is the first and oldest institution for mental illness in Europe,2 so it serves a unique role in revealing the history of attitudes towards mental health in England.

From locking up and chaining down London's 'mad' to inviting the public to pay and witness patients from a viewing gallery, it's clear the mentally ill were treated with little compassion and shamed.3