Time To Talk Day is an international day in February powered by the mental health charity MIND.
The campaign aims to establish a common moment in time when the nation comes together to open up to dialogues about mental health, with the aim to reduce the stigma around it.
We are proud to have collaborated on the past four year’s activations.
2020
Would you rather….
We knew early on we needed to make the work fun and engaging, with a simple-talking relatable call to action to ensure a wide appeal that connects with as many people as possible. Knowing humour had worked well in the past for their campaigns we chose to employ it in our first year to break down barriers with our ‘Would you rather’ concept.
‘Would you rather?’ is a conversation party game that poses a dilemma between two scenarios and acts as an immediate conversation starter, whether that is seeing a poster on the work place water cooler, or a beer mat in the pub, it provides people with an opportunity to start a discussion on mental heath.
A campaign ran across social media with a series of simple animations giving a call to action.
'We loved working with Amy and Ian of TWIN-Associates. We knew this was a new sector for them to work in but they were undaunted, enthusiastic, and professional, using a wealth of insight from our Time to Talk Day review to develop a concept that really engaged and got people talking about mental health. They incorporated feedback from our many focus groups and the end result was a great creative which helped us meet our campaign objectives, significantly increasing demand for our Time to Talk Day packs and trending at number one on twitter throughout much of the event.’
Lara Cerroni, Communications Manager at Time to Change
The great news for the campaign was that #TimeToTalk trended at no.1 on Twitter for most of the day.
Time to Talk Day 2020 was a huge success with the campaign gaining record breaking recognition (32% immediately after and 40% two weeks after) and huge participation figures. Overall the evaluation showed that more than 2.25 million people took action as a result of the campaign, whether that was having a conversation about mental health in person or on the phone, sharing content on social media or attending an event.
2021
The Power of Small
Our creative across subsequent years leans on the bright colours of the established palette, a simple illustrative style, and often light-hearted humour to establish campaign recognition.
At a time when a tiny virus had a massive impact on global health our creative, The Power of Small, built on the idea that even a small conversation about mental health can make big difference.
2022
However you do it
Spelt out in alphabetty spaghetti, as a high scoring scrabble turn or tapped out on a WhatsApp message, 2022’s campaign reminded audiences that talking about mental health is easier to do than you think.
Once again the campaign achieved some impressive media results.
2023
Space for conversation
In 2023 we encouraged interaction and thought from the audience.
We simply leave space within a sentence that acts as a pause and questions the viewer what they would say if asked.
