Media Idea - Over £1m

Channel 4

 

#GetTheInsideOut with Lloyds - Lloyds

Channel 4’s Diversity in Advertising Award challenges advertisers to address hidden disability in their campaign. In 2017, the prize of £1m of commercial airtime went to Lloyds Bank in partnership with Mental Health UK.

With a stigma around mental health in Britain, Lloyds Bank wanted to drive awareness of the issue through debate and conversations as well as positivity towards the brand, through campaign engagement and participation.

The creative idea centred around real Lloyds Bank customers and staff and celebrities playing a version of the ‘post-it note’ game. To uncover the mental health issue on their post- it note, they asked questions which helped to stimulate conversation and ‘myth bust’ certain conditions.

Channel 4’s ‘Hunted’ show, where people go on the run and attempt to evade capture, was identified as the campaign’s launch vehicle, with the 2018 series featured father Bob, and his son Alex, who has Asperger’s.

Both 60” copies launched in the first ad break. Adam&eve DDB also licensed four of the celebrity pledge films made specifically for social, which were shown during throughout the second and third breaks – the only time they were used on television.

There were 24.3k mentions across all social media channels, a 256% traffic increase to the Mental Health UK website and an increase in donations across March, while customers felt that Lloyds are leading the way in changing perceptions around mental health.

Silver
Global The Media & Entertainment Group
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Bronze
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