The challenge:

The charity Time-To-Change.org.uk  wanted to change public perception and attitudes towards people with mental health issues, as well as encourage discussion around how to tackle mental health stigma using the #timetotalk hashtag.

Previously, the charity’s approach has been more humour led and focused on the public reaction to people with mental health, so the work hadn’t really celebrated any of the people with direct lived experience or let them tell their side of the story.

My approach:

I supervised the casting team of researchers who found our contributors. Then, I wrote a stripped back creative response featuring our genuine people with mental health issues and their friends and family talking about how they support them.

The campaign ran across Channel 4 and ITV’s network of channels and included a radio advert which I wrote featuring the vocal talents of actor, Gary Beadle.

The films were well received by people affected by mental health issues who could finally see themselves represented rather than well meaning head tilts from celebrity ambassadors. I'm very proud to be part of raising awareness and driving a conversation about a previously taboo subject matter.

Dir. Mark Henderson