Time To Change: REACTIONS by Blink Productions, Dare, The Mill for Time To Change

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Time To Change: REACTIONS

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Industry Public awareness, Public Safety, Health & Hygiene
Media Film
Market United Kingdom
Agency Blink Productions
Agency Dare
Creative Director Danny Brooke-Taylor
Agency The Mill
Director Tom Tagholm
Art Director Helen Board
Copywriter Matt Lever
Producer Georgina Filmore
Account Supervisor David Mannall
Editor Tim Hary
Released June 2011

Awards

Cannes Lions 2011
Film Lions Public Health & Safety Bronze

Credits & Description

Type of Entry: Product & Service
Category: Public Health & Safety
Title: REACTIONS
Advertiser/Client: TIME TO CHANGE
Product/Service: MENTAL HEALTH DISCRIMINATION AWARENESS
Entrant Company: DARE London, UNITED KINGDOM
Advertising Agency: DARE London, UNITED KINGDOM
Chief Creative Officer: Danny Brooke-Taylor
Executive Creative Director: Danny Brooke-Taylor
Creative Director: Danny Brooke-Taylor
Art Director: Helen Board
Copywriter: Matt Lever
Agency Producer: Sophie Jones
Advertiser's Supervisor: David Mannall
Planner: Ben Armistead
Account Manager: Natalie Tobin
Account Supervisor: David Mannall
Production Company: BLINK PRODUCTIONS London, UNITED KINGDOM
Director: Tom Tagholm
Producer: Georgina Filmore
Editor: Tim Hary
Sound Design/Arrangement: Parv Thind @ Wave Studios
Cameraman: Luke Scott
Lighting: Luke Scott
Post Production: The Mill

Brief Explanation:
This ad confronts the unspoken prejudices we all have about mental health. An office worker wonders whether he should ask a colleague who's been off with a mental illness "how are you feeling?". We see our guy’s imagination working overtime, going through various fantastical and totally unrealistic scenarios of how the mental illness-sufferer might react; from turning to a pile of sand to shaming him infront of the whole office through the medium of song, before resolving to the truth: that the guy reacts perfectly normally. The ad ends with the title "Don't be afraid to talk about mental health”.