A new mental health campaign by Isuzu UK and 438 Marketing seeks to promote wellbeing through conversation.
- The campaign, inspired by Isuzu’s #sidebyside mental health creative, follows a successful pilot with ITV’s Head First competition.
- Bringing the initiative to life involved a collaboration between Isuzu and 438 Marketing, leveraging a decade-long relationship.
- The initiative addresses the barriers to mental health discussions, aiming to reduce stigma and encourage open dialogue.
- The campaign is fully integrated, reaching audiences through television, social media, print, and other channels.
Isuzu UK, in collaboration with Cheshire-based agency 438 Marketing, has launched a comprehensive mental health campaign. This initiative is designed to inspire positive action towards better mental health and wellbeing, focusing on the importance of conversation. The campaign builds on Isuzu’s earlier #sidebyside mental health creative, originally developed for ITV’s Head First mental wellbeing competition.
Isuzu’s campaign was awarded up to £250k in match funding for airtime by the broadcaster. The integrated campaign is now set to reach a broad audience through various channels. Helenka Hodnett, Managing Director at 438, explained that the project aims to champion wellness and the importance of communication. ‘We immediately recognised the fit with Isuzu, as they already champion wellness in lots of ways, and their audience could be considered one that needs a nudge when it comes to talking,’ she stated.
The television advert, set to air initially today, centres on the concept of ‘talking side by side’. This theme is intended to highlight the value of engaging in meaningful conversations whilst travelling in a vehicle. This setting provides a unique opportunity to foster discussions in a non-pressured environment, contributing positively to mental wellbeing.
Recent statistics underscore the campaign’s relevance, with research indicating that 89% of Brits find it vital to discuss personal wellness while 56% believe there is still stigma attached to such conversations. The campaign will run throughout October, employing digital, social media, print, and experiential activities to reach its audience.
According to George Wallis, Head of Marketing at Isuzu, the campaign aims to make tough conversations more accessible to their loyal customer base. ‘We also wanted to demonstrate that the positive benefits of conversation in a vehicle is something truly inclusive, which the campaign achieves,’ he added. The initiative is designed not only to promote societal change but to enhance Isuzu’s social purpose, reinforcing its commitment to improving customer wellbeing.
The joint endeavour by Isuzu and 438 Marketing exemplifies a strategic approach to mental health advocacy, aiming to foster meaningful dialogue and societal change.
