2018 commended, Time to Change, marketing communications - case study

2018 commended, Time to Change, marketing communications - case study

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One small act. One big change.

We’re facing an epidemic.

Each year one in four people experience a mental health problem. It’s responsible for the largest burden of disease in the UK (28%).1 Costing the economy up to £99bn each year. It’s the leading cause of sickness absences: 70 million lost work days a year.

Stigma is a large contributor to the devastation caused. Of those who say they’ve experienced it, one in five say it’s the reason they lost a job, and half say they’ve lost contact with a loved one because of it.4 That’s why in 2007 two charities, Mind and Rethink Mental Illness, came together to tackle this stigmaand put an end to mental health discrimination.

Funded by Comic Relief and the Big Lottery Fund; Time to Change (TTC) was awarded four years of funding; followed by a second four-year phase funded by the Department of Health, Comic Relief and the Big Lottery Fund.

From 2008 – 2016 national surveys showed an overall improvement in people’s attitude with a 9.6% change: 4.1m people. They also saw average levels of reported discrimination among mental health service users fall from 41.6% to 28.4%.5 A decade of TTC campaigns had had a massive impact.

Momentum had grown – more people were speaking out, there was more coverage and mental health had a higher profile than ever before.

However, ending centuries of stigma and discrimination takes time. Mental health remained taboo. Certain segments of the population still believed mental health was scary and didn’t affect them. Especially Men C1C2D. But with mental health problems so widespread it would almost certainly affect
their partner, friend or close family member. That’s why Ogilvy partnered with Time to Change to develop a campaign unlike any other mental health campaign, which was funded by the Department of Health, Comic Relief and the Big Lottery Fund. We were up against the clock, heading into battle with one of modern day’s biggest epidemics.


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(Please note: parts of this case study may have been redacted for confidentiality purposes.)

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Author: The Marketing Society
Posted: 15 Jun 2018
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