Partners for Mental Health Film Washroom by Capital C


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Industry Public awareness
Media Film
Market United States
Agency Capital C
Production Alibi Entertainment
Service Agency School Editing
Director Gary Watson
Art Director Simon Duffy
Producer Scott Houghton
Editor Brian Wells
Released April 2013

Credits & Description

Mental health is everyone's business. Invest in positive change today for a better bottom line tomorrow at
The campaign aims to raise awareness of mental health in the workplace and to rally companies and individuals to take better care of it. The goal is to drive people to and have them play a role in helping to create healthier workplaces.

Conceptually, the advertising campaign asks the question: what kinds of things are we putting before the mental health of our co-workers? It focuses on the distractions, the annoyances; even the excuses people make for not being more in touch with their colleague’s mental health and well-being.

“With 500,000 people missing work each day due to mental illness, mental health is an issue that we can no longer ignore,” says Jeff Moat, President of Partners for Mental Health. “The costs to businesses are significant and the impact to employees cannot be underestimated. It’s time to make real and lasting change around workplace mental health. The Not Myself Today campaign encourages companies to invest in workplace mental health and offers a means to educate and engage employees in meaningful ways.”
The cinema commercial, for example, finds a woman who encounters a co-worker having a breakdown in the office washroom. Unsure what to do or say, she chooses to act on an intercom announcement and leave rather than engage in a conversation.
Title: “Washroom”
Client: Partners for Mental Health
Agency: Capital C
Executive Creative Director/Writer:Gary Watson
Art Director: Simon Duffy
Agency Producer: Margaret Callaghan
Director: Gary Watson (Capital C)
Production Company: Alibi Entertainment
Executive Producer: James Hyslop
Producer: Scott Houghton
Director of Photography: James Gardner
Editorial: School Editing
Editor: Brian Wells
Telecine: Alter Ego
Online: Track & Field
Audio: Pirate
Casting: Mann Casting