25% of Brits fight mental health problems every year. Too often, people pretend they’re ‘fine’ when asked. Two groups keep especially quiet: men, thanks to a culture of toxic masculinity suggesting ‘big boys don’t cry’, and teenagers. So, Time to Change launched ‘Ask Twice’: a far-reaching, multifaceted campaign encouraging people to not accept friends saying, ‘I’m fine’. A JOE Media partnership, with content fronted by comedian Russell Kane, targeted men. A second partnership with LADBible, staging a live ‘Rap Battle’ where talent rapped about mental health and supporting mates, targeted teenagers. The result? 7m people are now asking friends twice if they’re OK. Really OK.