"The campaign got men's attention with video ads on Facebook and Instagram. A lighthearted introductory video showed a man crushed by a tree, while a friendly squirrel asks him if he is okay. He responds by saying he is 'fine', until questioned a second time."
"The key message was that British men often shy away from talking about their true feelings, batting aside questions such as 'Are you all right?', unless it is repeated. The campaign therefore hinged on encouraging men to ask their friends twice."
"The conversation experience began by asking people, 'Who do you need to check in on?' and provided tips on how to help a male friend."
The Time to Change campaign, a collaboration between UK mental health charities, aimed to improve male mental health by encouraging open discussions about feelings. Targeting men aged 25-45, the campaign utilized humor and mindfulness through video ads on social media. It emphasized the importance of asking friends how they are doing, suggesting that asking twice leads to more honest responses. The campaign also provided tools for men to support friends in need, reaching over 26 million people.
Read at Thedrum
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