JOE teams up with Time to Change for ‘Ask Twice’ mental health campaign

London, October 1st 2018: For the month of October, JOE is partnering with the mental health anti-stigma campaign, Time to Change, for its ‘ Ask Twice’ campaign, which will see a full take-over across all JOE channels.

‘How are you?’ can often prompt no more than a meaningless exchange. To tackle this, Time to Change is urging people to ‘Ask Twice’ if they suspect a friend or family member might be struggling with their mental health. The campaign says the simple act of asking again, with interest, shows a genuine willingness to talk and listen.

‘Ask Twice’ is launched as part of Time to Change’s five-year In Your Corner campaign, which encourages men to be more open and supportive of the 1 in 4 people fighting a mental health problem in any given year.

The partnership will see JOE transforming from its signature yellow to the Time to Change pink for the month of October, as part of a complete channel take-over. JOE is creating bespoke content across video, audio and written word, in addition to hosting a live event in London. The one-off event will be lead by Russell Kane, host of JOE’s chart-topping podcast Boys Don’t Cry, a show that aims to get men talking about the things they don’t normally talk about. As part of the event, Kane will host a live episode of the show – dedicated to ‘being in your mate’s corner’ – in front of an audience of 50 participants and Time to Change champions.

Commenting on the partnership, JOE’s Senior Brand Partnerships Director Hayley Bourne said: “We truly believe in the mission behind ‘Ask Twice’, which is all about driving behavioural change toward mental health problems – this is a way of thinking we are fluent in at JOE. We are proud to partner with Time to Change as we continue to break down dangerous stigmas and back such an important campaign.”

Jo Loughran, Director of Time to Change, which is run by charities Mind and Rethink said: “We are thrilled to be working together with an outlet that understands our audience and understands our campaign. JOE has shown an incredible level of commitment to changing attitudes by devoting their channel to mental health in October, which has gone over and above our initial brief.

“We know that many men still aren’t sure of exactly how to be more open supportive when it comes to mental health. Partnering with Joe allows us to reach men with the message that asking our friends how they are isn’t always enough. Asking twice is a simple, effective way to show that we are asking for real; that we are ready to listen, whether that’s now or whenever they’re ready.”

For more information about Time to Change and Ask Twice, please visit, and follow the #AskTwice hashtag on Twitter, Facebook and Instagram.

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