Ogilvy continues to shift attitudes around mental health in the UK with Time to Change as the latest film urges men to ask twice and take action to help others open up about mental health.

The first instalment of the latest campaign, continues to tackle the stigma around mental health by urging everyone to ‘Ask Twice’ if someone seems to be having trouble, at work or at home.

The humorous spot carries an important message that even if someone claims to be doing fine, there might be an underlying need for them to talk or seek further support. After the success of ‘Be In Your Mate’s Corner’, a campaign to raise awareness around mental health, Time to Change wanted to turn intended action to real change.

Research shows the average Briton falsely states ‘I’m Fine’ up to 14 times in just a week – taking that insight, the creative idea grew around the need to get to how someone is actually feeling, normalising the act of talking about mental health in an honest, open and constructive way.

Men helping their friends in times of need is nothing new – but the campaign encourages them to feel the same about conversation around mental health. As well as Ogilvy working on the creative execution, Time to Change worked with Ogilvy Consulting’s Behavioural Science Practice on the campaign as well.

Jules Chalkley, Executive Creative Director at Ogilvy UK commented on the work, saying “we wanted the campaign to tackle the serious issue of mental health in a way that connects with our audience and to break down the preconception that asking for help from a friend when you’re struggling isn’t something you do. With ‘Ask Twice’, we’re building on the call for awareness with action. Whether you see the campaign on TV, social media, in the pub restrooms or even on a beer mat, we’re going one step further in showing how people can actually help.”

The campaign can be seen across social channels, pub posters, beer mats and radio.


Find out how you can support the campaign here.

Take a look at Ogilvy's previous work for Time to Change - Be in your mate's corner & Listen don't judge

Find out more about our work with Time to Change around male mental health from Ogilvy UK's Chief Strategy Officer, Kevin Chesters here.