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Ogilvy UK is working with Time to Change on a five-year campaign to shift the attitudes toward mental health throughout England. After the success of ‘Be In Your Mate’s Corner’, a campaign to raise awareness around mental health, Time to Change wanted to turn intended action to real change.

Research shows the average Briton falsely states ‘I’m Fine’ up to 14 times in just a week. Even if someone claims to be doing fine, there might be an underlying need for them to talk or seek further support.

Taking that insight, the creative idea for the latest instalment of the campaign grew around the need to get to how someone is actually feeling, normalising the act of talking about mental health in an honest, open and constructive way.

The first film, targeting adult males, is set in the wilderness. One man stands admiring the surroundings, while his friend is lying under a heavy chopped log. Turning around to see him in trouble, the man asks if he’s alright – before a woodland squirrel appears to recommend he asks twice. Eventually, the man under the log agrees he could do with some help.

The campaign can be seen across social channels, pub posters, beer mats and radio.


  • PR


  • London
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