| Title | Flat |
| Agency | Dare |
| Campaign | Don't get me wrong: A social experiment - Time to Change |
| Advertiser | Time to Change |
| Brand | Time to Change |
| Date of First Broadcast/Publication | 2010 / 9 |
| Business Sector | Disease Awareness, Support Groups & Associations |
| Philosophy | 'Don't Get Me Wrong', aims to show how common mental health prejudice is and focuses on one social experiment participant, Erik Baurdoux - the face of the new Time to Change campaign and star of an online film about his experience in the experiment. The experiment, which was conducted during July and August this year, disturbingly shows that people with mental health problems face significant stigma and discrimination when trying to find love or share a flat. It involved seven people with mental illnesses posting ads on dating and flatshare websites in two phases. At first the ads appeared without mention of their mental health problem, but after some weeks these were taken down and replaced with the exact same profile but this time with a line disclosing they had a mental illness. When results from the two phases were compared, the social experiment showed an overall drop of 50% in interest in dating the participants and a 68% drop in interest in living with the participants when their mental illness was revealed. To record the findings, MCBD turned the experiment into a documentary, which goes live on the Time to Change website (www.time-to-change.co.uk) today and will be seeded online across the websites of the campaigns media partners The Daily Mirror, Heat and MSN. |
| Problem | Make people admit their prejudices about mental health |
| Media Type | |
| Market | United Kingdom |
| More Information | www.time-to-change.co.uk |
| Art Director | Rachel Le Feuvre |
| Copywriter | Dan Gorlov |
| Account Planner | Ben Armistead |
| Advertising Manager | Katherine Crawshaw |
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