Matt Lever
Chief Creative Officer at BMB
London, United Kingdom
TitleReactions
Agency
Campaign Reactions
Advertiser Time to Change
Brand Time to Change
Date of First Broadcast/Publication 2011 / 3
Business Sector Institutional/Public Interest/Non-Profit Org.
Story An office worker imagining the possible reactions of his colleague (who has been away from work with a mental health problem) when he asks how he is feeling. The creative ends with his colleague’s real reaction – ‘I’m ok, thanks for asking’ – in an attempt to debunk people’s fears, showing how ridiculous people's negative assumptions are. It introduces the new strapline: ‘It’s time to talk. It’s Time to Change.’
Problem  Debunk people's fears and awkwardness around mental health problems, so they feel more comfortable to talk about them.
Media Type Television & Cinema
Copywriter
Art Director
Director
Production Company

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