The second year of Channel 4’s Diversity in Advertising Award challenged advertisers to address hidden disability in their campaigns, whilst demonstrating the ability to hit brand objectives. Despite the tough brief, it attracted over 50 entries from across the industry. We were delighted to award the coveted prize of £1m of commercial airtime to Lloyds Bank in partnership with Mental Health UK. The creative idea for their entry was incredibly impactful, and their commitment to diversity and disability is unquestionable. Their key business objectives for this campaign were to drive awareness of mental health and help to normalise conversations around all non-visible disabilities.