Time To Talk Day is an international day in February powered by the mental health charity MIND.
Time to Talk Day (TTTD) 2020 was a huge success with our campaign gaining record breaking recognition and participation figures for the charity, so we were delighted to be invited back to create a new campaign for 2021 in a year when so many things had changed and the importance of mental health as important as ever.
The Power of Small
At a time when a tiny virus has had a massive impact on global health our creative built on the idea that even a small conversation about mental health can make big changes, only in this case for the positive.
A message to share
Time to Talk Day is aimed at galvanising and motivating those that are already open to the topic of mental health and most particularly the charities, supporters, champions, pledged employers and schools – and providing them with ideas, resources and a focal point to spread the message and encourage people to talk about mental health.
While the success of the campaign is based on their involvement; the ‘warm’ audience must ‘buy in’ to the concept and be confident that they can use it to engage with and talk to the ‘cooler’ and cold audience – the concept and messaging had to speak to the cooler and cold audience.
A series of animations were created for social media aimed at different audiences, from champions of the charity to let them know a big resource of material was available to engaging students with a humorous play on words that hints at the situation so many find themselves.
In the days coming up to launch the assets were shared widely across social media by partners, businesses and individuals.