JOE and Time To Change – #AskTwice in October – campaign summary

It’s the last day of October, and the final day JOE goes pink for Time to Change and its #AskTwice Campaign.

Over the course of the month, the team has worked together to spread the #AskTwice narrative, which urges people to ask again if they suspect a friend or family member might be struggling with their mental health.

We used the written word, telling important stories across topics such as football, politics, MMA, movies and business.

We created videos featuring members of the public chatting with their own friends on how to talk openly about mental health.

"It's just too easy on text to get it over and done with. It's not a stand-in for over a pint or at least a phone call."

.@russell_kane & @JOE_co_uk look into the different ways you can #AskTwice if you are worried about someone's mental health. pic.twitter.com/W2jeOj0aea

— Time to Change (@TimetoChange) October 29, 2018

We recommissioned interviews with Nigel Owens, Alastair Campbell, Robert Webb and Simon Thomas speaking openly and powerfully about mental health and the different forms it can take.

🗣️: @NigelRefOwens explains how he came to the realisation that the journey to happiness starts with self-acceptance.

w/ @TimeToChange pic.twitter.com/TznIGmOg9n

— JOE.co.uk (@JOE_co_uk) October 19, 2018

We hosted a live event and a recording of Russell Kane’s ‘Boys Don’t Cry’ show with JOE, to an audience of Time to Change Champions, where we talked about the importance of being in your mate’s corner.

Jo Loughran, Director of Time to Change, said: “We know that attitudes towards mental health problems are changing. Yet still, many of us are unsure of exactly how we can be more open and supportive towards the one in four of us who experience a mental health problem in any given year. 

“We’re thrilled to have worked with JOE on a month of coverage that shines a spotlight on this issue. Together, we’ve reached so many people with the Ask Twice message – giving the audience the confidence they need to support a friend who might be struggling.”

October might be over, and JOE will be returning to its classic black and yellow, but we are committed to helping break down the stigmas and taboos surrounding mental health.