MediaCom Beyond creates new Time to Change campaign

MediaCom Beyond Advertising has devised and is managing a new advertising campaign for Time to Change, a mental health anti-stigma programme run by the charities Mind and Rethink Mental Illness.

The campaign features TV adverts running exclusively on Channel 4 for two weeks before rolling out on other channels, supplemented with print, digital and social media initiatives, reports The Drum.

Creative duties on this brief were handled by The Outfit, with a radio advert voiced by Gary Beadle to run from January 21st 2013, while features will be appearing in publications such as Marie Claire, Now, Nuts and NME.

The aim of the campaign is to encourage wider dialogue about mental health and to highlight the importance of small supportive gestures that can really make a difference.

Time to Change director Sue Baker said: "We look forward to seeing the results of this new approach to co-creating the adverts in the house style of the media groups, but still based on the insights in our core target audience."

Originally running from 2007 to 2011, Time to Change is now in its second phase, which will carry through to March 2015 with funding from the Department of Health and Comic Relief.