It's time to talk

In 2011 and into 2012 our campaign aims to get the people of England talking about mental health.

Mental health problems affect one in four of us yet people are still afraid to talk about it. For people with mental health problems not being able to talk about it can be one of the worst parts of the illness. So by getting people talking about mental health we can break down stereotypes, improve relationships, aid recovery and take the stigma out of something that affects us all.

We launched the new campaign name 'it's time to talk, it's Time to Change' in March 2011 with activity on TV, radio, press, digital, ambient and an excellent PR campaign working with Frank Bruno and his daughter Rachel among others talking about how talking about mental health changed their lives. Time to talk continues to run throughout 2012 with a large burst of activity in Jan 2012.

The advertising highlights the awkwardness and fear that stops many people from talking about mental health. For the first time the campaign uses humour to engage the audience. The adverts use ridiculous, over the top scenarios to convey the thoughts going through the mind of a person who is wondering whether to ask how a friend or colleague is feeling after recovering from a mental health problem. The adverts end with the 'real' scenario which reveals that the friend or colleague actually just appreciated the simple gesture of being asked and nothing scary happened at all. You can watch the TV advert at the bottom of this page.

How did the campaign do?

81% of adults in England recognised seeing the campaign after the January/February 2012 burst of activity. This is a fantastic result.

Over 4,000 pledges to talk about mental health were made and over 153,000 new visitors came to the website to find out more about the campaign.

What you can do....

Make your pledge to talk. This could be to be more open about personal experiences, to talk to a friend who has a mental health problem or maybe to share the campaign with friends online. Join thousands including Stephen Fry and Gok Wan and make your pledge to talk now.

Share our campaign. Share our new cartoons by Stephen Collins or fantastic short videos and blogs with friends online and help the campaign reach further.

Get your organisation involved. Hold activity at your place of work by ordering our free materials and raise awareness of mental health stigma and discrimination. Or ask an organisation close to you to make an organisational pledge to show their support for Time to Change.

More ideas......

Any questions?

The campaign FAQs may hold the answer. For any other queries please email

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