#GetTheInsideOut: Lloyds Bank Open Up The Mental Health Discussion In Latest Campaign

To coincide with National Time To Talk Day, Lloyds Bank launches a campaign set to open up the conversation about mental health.

Let’s talk about mental health.

Until recently ‘mental health’ was seen to be something of a taboo topic, yet statistics are on the rise suggesting that as many as 1 in 4 people will suffer with some form of mental health issue in their lifetime. Over the past couple of years we have seen an influx of projects set to challenge the illness head on. Last year MQ did a sterling job at targeting youngsters with a colourful campaign, partnering up with many familiar faces promising to take on mental illness. In 2016 Rizzle Kicks’ Jordan Stephens starred in a music video for #IAMWHOLE, an NHS anti-stigma campaign launched to coincide with World Mental Health Day. And early this month Lloyds Bank launched “Get The Inside Out” – a campaign that won £1m in airtime as part of Channel 4’s Diversity in Advertising award.

The creative, by Adam&EveDDB, details how Lloyds are working with Mental Health UK and Channel 4 to highlight misconceptions about living with a mental health issue. In the campaign ad celebrities such as Professor Green, Jeremy Paxman, Rachel Riley and Alex Brooker, as well as members of the public, are asked to play the game ‘Who am I’ (you know the one where you stick a post-it note to your head and are given clues to who you are), but instead of guessing a person are tasked with describing a mental illness.

Mat Goff, CEO at Adam&Eve/DDB, said in a recent statement: “The hidden nature of some of these mental health problems mean that they are not talked about as much as they should be, and people often don’t know how to start the conversation. This campaign, thanks to the commitment of Channel 4 and Lloyds Bank and all the people brave enough to speak up in it, will help start thousands of conversations at home and at work that otherwise might not have happened.”

As the award winner Lloyds Bank received one million pounds worth of advertising airtime on Channel 4. The yearly competition invites companies to submit creative ideas featuring non-visible disabilities. In 2016 the winner was Maltesers, which created a series of brilliantly humorous ads based on disabled people and their experiences.

For more information visit the dedicated website here.

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