After winning Channel 4's Diversity in Advertising Award, Lloyds Bank and its chosen charity partner, Mental Health UK (MHUK) wanted to launch an integrated campaign to tackle the taboo of talking about mental health, a worthy cause that the British public and influencers alike could relate to. Lloyds Bank was keen to live its brand promise of being 'by your side' around this important issue.
After all, according to data from MHUK, it affects one in four people in the UK each year - that's one in four Lloyds Bank customers, and one in four Lloyds Bank employees.
Whilst mental health as a matter is growing in the public's consciousness, the conversation focuses on mental health in general. Pre-campaign research discovered a taboo: 74% of Brits thought the average person wouldn't feel comfortable talking about their own mental health.
Lloyds Bank could positively contribute to tackling this issue - and needed to do far more than just highlight it; it needed to create a conversation that got the nation talking. That's where we came in.