Today, Ogilvy & Mather London & Time to Change kick off a 5-year campaign aimed at shifting attitudes toward mental health throughout England with the debut film ‘Be in your mate’s corner’.
Since being appointed by Time to Change in September, O&M have set out to create a positive step-change in the way mental health is seen and spoken about across the country.
With men no strangers to stepping up to the plate when their friends are physically in need, the new campaign from O&M is a call for men to rise to the occasion in the same way where mental health is concerned.
The film ‘Be in your mate’s corner’ follows a group of regular guys on a mission to reach out to a mate, highlighting the significant role men can play in a friend’s life just by rallying around when they notice a concerning change in behavior.
Time to Change recently carried out research into men’s attitudes towards mental health throughout England with the insights revealing there are a number of barriers preventing men from opening up to the topic of mental health- including a far less likelihood of reporting or discussing their own experiences.
The new campaign is urging men to recognize how their attitudes and behaviors can influence others’ experiences of mental health problems - & that being in a friend’s corner can make all the difference. The campaign is relevant to everyone – men, women and young people, showing straightforward ways that anyone can be there for someone, being the friend they’ve always been.
There are three steps people can take if they think a friend is struggling:
1. Text, call, reach out to your mate
2. Ask how they are, listen without judging
3. Be yourself, do everyday things
Mick Mahoney, Chief Creative Officer at O&M London commented on the work, saying: “We’re delighted to be launching our first work for TTC. Understanding of mental health in England has come on in leaps and bounds in the last few years but we know we’ve still got a long way to go. If blokes could see their mates were in trouble, they’d step in. So we’ve got a clear role to play in helping blokes to spot the symptoms and take action”
Take a look at the film ‘Be in your mate’s corner’ here.