Time to change - In Your Corner: Harnessing the power of friendship to achieve behaviour change Carl Burkitt and Lauren Gasser, Social Marketing Team, Time to Change

1. In Your Corner: Harnessing the power of
friendship to achieve behaviour change
Carl Burkitt and Lauren Gasser, Social Marketing Team, Time to Change
Thursday 13 June 2019

2. In Your Corner: Harnessing the
power of friendship to achieve
behaviour change
Carl Burkitt and Lauren Gasser: Social
Marketing Team, Time to Change

3. Section TitleWhy?
Stigma and discrimination are
life-limiting and life threatening
Why?

4. Phase 2 (2011-2015)

5. Section Title
Subconscious stigmatisers (2007-2015)
How?
It’s like walking
on eggshells
It’s frightening, I
don’t know
enough
It’s sad, but it’s
not me
25-44 year olds, B,C1,C2, men and women, England only
I wouldn’t
want anyone
to know if it
was me
It’s like
walking on
egg shells
It’s sad but
it’s not me
It’s more
common than I
thought
What’s
discrimination
got to do with
mental health?
It’s frightening, I
don’t know
enough to help

6. On a generational (long) journey…
On the agenda
(awareness of
#an issue)
Your role
(conscious of
need to change)
Taking action
(behaviour
change)
Next?
(colder audience,
embed)

7. Section TitleGetting MH discrimination on the agenda (2008)

8. Section Title
Your role: mirror people’s experience
https://www.youtube.com/watch?
v=hdPZ7rw0wMc

9. Talking is the new Call to Action

10. On a (long) journey…
On the agenda Your role Taking action Next?

11. Compared to women, men are:
• Less knowledgeable and have more negative
attitudes
• Are less likely to report their own experiences and
seek help
• More likely to say mental health problems are
down to a ‘lack of self-discipline and willpower’
• Three times more likely to take their own lives
Men less engaged with mental health

12. Knowing our audience

13. Action: Be in your mate’s corner
https://www.youtube.com/watch?
v=3l8LpDitZvY

14. 2: Trojan horse of friendship

15. 5: Evaluation

17. GETTING PEOPLE TO
RECOGNISE THE SIGNS
2017
INTENDED
ACTION
2018, 2019
GETTING PEOPLE TO
ACTUALLY STEP IN FOR
THEIR MATE
ACTUAL
ACTION

18. INSIGHT:
The average Brit says “I’m fine” falsely 14 times a week
– so we often say we are fine when we are not.

19. So, we thought we should…
Get people to ask their mates how they are
twice by drawing attention to times when “I’m
fine” might not be true
https://www.youtube.com/watch?v=nOkH2jGK4p0

21. 4: Help them creative

22. 10.9m 25-44
C1C2D Adults
in England
5.35m 25-44
C1C2D Adults in
England ‘Ready
to Change’*
9.1%
488,72
0
Have thought about
taking action amongst
‘Ready to Change’
C1C2D 25-44 adults in
England
2.84m 25-44
C1C2D women
without
proximity to
MHP**
10%
284,000
Have thought about taking
action amongst ‘Secondary
Focus’ women C1C2D 25-44
without proximity to MHP
2.73m 25-44
C1C2D men
without
proximity to
MHP***
7.6%
206,335
Have thought about
taking action amongst
‘Primary Focus’ men
C1C2D 25-44 without
proximity to MHP
Assumptions:
*Based on 49% of 10,929,000 C1C2D Adults in England having proximity to MHP on Ci Hypothesis Tracker Sep 16-Feb 17
**Based on 51% of 5,573,790 C1C2D women in England having no proximity to MHP on Ci Hypothesis Tracker Sep 16-Feb 17
***Based on 51% of 5,355,210 C1C2D men in England having no proximity to MHP on Ci Hypothesis Tracker Sep 16-Feb 17
% claiming to
have thought
about stepping
in to help a
friend as a
result of
campaign
979,05
5
C1C2D 25-44 year olds
have thought about
taking action towards
supporting a friend as a
result of the first In Your
Corner campaign
Almost a million people claimed that the campaign
made them think about stepping in to help a friend.

24. Section Title
Thank you
Liz.Brocklesby@rethink.org

25. Third burst results
• The campaign is recognised by 35% of C1C2D
25-44s the most recognised campaign of Phase 3
• 547,540 (14%) of C1C2D 25-44s have stepped in
to help a friend as a result of seeing ‘Ask Twice’ (+
77,000 since burst 2).
• A further 2.04m (52%) said the campaign has made
them think about stepping in
• Ask Twice: clear CTA – 36% mention it
spontaneously.

26. Thank you