DON'T GET ME WRONG by Dare for Time To Change

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DON'T GET ME WRONG

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Industry Public Safety, Health & Hygiene
Media Film
Market United Kingdom
Agency Dare
Creative Director Danny Brooke-Taylor
Production Partizan
Director Debbie Anzalone
Art Director Rachel Le Feuvre
Copywriter Dan Gorlov
Producer Paul Weston
Account Supervisor David Mannall
Editor Matt Mckinnon
Released September 2010

Credits & Description

Category: Internet Film
Advertiser: TIME TO CHANGE
Product/Service: MENTAL HEALTH DISCRIMINATION AWARENESS
Agency: DARE
Production Company: PARTIZAN, London, UNITED KINGDOM
Date of First Appearance: Sep 15 2010
Chief Creative Officer: Danny Brooke-Taylor
Executive Creative Director: Danny Brooke-Taylor
Creative Director: Danny Brooke-Taylor
Copywriter: Dan Gorlov
Art Director: Rachel Le Feuvre
Agency Producer: Sophie Jones
Account Supervisor: David Mannall
Producer: Paul Weston
Director: Debbie Anzalone
Editor: Matt Mckinnon
Sound Design/Arrangement: Graeme Elston At Jungle
Account Manager: Charlie Byron
Editing Company: Peep Show

English Description
Time To Change is a UK charity working to end discrimination against the mentally ill. Social prejudice is the biggest hurdle mentally ill people face when looking for love, work or even housing. It’s a prejudice most of us are unwilling to admit, even to ourselves. Our brief was to make people see the hurt their actions can cause and to reappraise their own behaviour. So we created an unique way to let people see their own prejudice: an online social experiment which placed a mental health sufferer on dating and flatshare sites to directly confront people’s attitudes and expose how prejudice affects the mentally ill in key areas of their life. We also proved, for the first time ever, the level of discrimination that truly exists, and revealed it in a multi-media awareness campaign exposing people to their own prejudice and challenging them to change their behaviour.