Time to Change: Ask Twice

Ogilvy, UK creates this funny advert for Time to Change on a serious theme: mental health. Time to Change is a social movement supported by a dedicated staff team who want to change the way we all think and act about mental health. That includes thousands of people who have their own experience of mental health problems. The marketing message is "Sometimes we say we’re fine when we’re not. With 1 in 4 people experiencing a mental health problem this year alone, if a mate says he’s fine, and you think he might not be, ask twice. Be in your…

TV Commercial Review

Memorable
Effective
Style
Heart or Humor
Execution

Good

Ogilvy, UK creates this funny advert for Time to Change on a serious theme: mental health.
Time to Change is a social movement supported by a dedicated staff team who want to change the way we all think and act about mental health. That includes thousands of people who have their own experience of mental health problems.

The marketing message is “Sometimes we say we’re fine when we’re not. With 1 in 4 people experiencing a mental health problem this year alone, if a mate says he’s fine, and you think he might not be, ask twice. Be in your mate’s corner. Ask twice.”

It is commonly reported that one in four of us will experience mental health problems at some point. Yet mental health charities Mind and Rethink were shocked by statistics that attested to the extent of the stigma and discrimination those one in four face:

49 per cent of people with mental health problems had been harassed or attacked
One-third of people with mental health problems reported having been dismissed or forced to resign from their job, and 70 per cent of people with mental health problems had been put off applying for jobs, fearing unfair treatment
24 per cent of individuals with mental health problems had been refused by insurance or finance companies, making it hard to travel, own property, run a business and provide for oneself and family

Credits:
Agency: Ogilvy UK
Marketing Director: Jo Loughran
Head of Social Marketing: Claire Everett and Lizz Brocklesby
Senior Officers of Social Marketing: Chris Kilvington and Carl Burkitt
Chief Creative Officer: Mick Mahoney
Executive Creative Director: Jules Chalkley
Creative Directors: Mark Harrison and Liam Butler
Art Director: Alex Hernesten
Copywriter: Carl Retss
Client Director: Katharine Easteal
Account Director: Lauren Timm
Agency Producer: Lora Jane Brisland
Delivery: James Martin
Chief Strategy Officer: Kevin Chesters
Planning Director: Sandie Dilger
Junior Strategist: Sara Barqawi
Director: Matt Devine
Production Company Producer: Emily Atterton
Production Company: Biscuit Filmworks
Illustrator: Jack Teagle
DOP: Benedict Spence
Editor: -Ben Campbell @ Cut and Run
Colour: -Denny Cooper @ Unit
Online: Milo Paterson @ Unit
Sound: Jamie Thomas @ Unit
Post Producer: Jo Papayanni and Isabella Wakley @ Unit

Ask twice

9.4

Effective advert.

Memorable9.0
Effective10.0
Style9.0
Heart or Humor9.0
Execution10.0
Reader Rating: ( 1 vote ) 10

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