Isuzu has partnered with Cheshire’s 438 Marketing to launch a mental health campaign aimed at raising awareness and inspiring positive discussions.
- The campaign builds upon Isuzu’s #sidebyside initiative, following success in ITV’s Head First competition with significant airtime funding awarded.
- The campaign’s core message encourages conversations about mental health, highlighting talking in vehicles as a safe space for meaningful dialogue.
- Research reveals a substantial gap between the recognition of mental health’s importance and the willingness to openly discuss it.
- The campaign will span television broadcasts, digital platforms, and social media throughout October.
Isuzu UK has collaborated with Cheshire-based 438 Marketing to initiate a campaign focusing on mental health awareness. This new initiative is an extension of Isuzu’s previous #sidebyside creative work that participated in ITV’s Head First mental wellbeing competition. As a result of this competition, Isuzu earned up to £250,000 in match funding for airtime on the broadcaster, allowing the development of a fully integrated campaign.
Helenka Hodnett, Managing Director at 438 Marketing, explained the necessity of the campaign, noting that it aligns with Isuzu’s existing emphasis on wellness. She stated, “ITV’s Head First award brief was to champion and communicate to the nation the importance of taking steps towards better mental health and wellbeing, through the creation of an on-air spot. 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.”
The campaign’s primary focus is on encouraging conversations in vehicles, presenting them as safe environments for discussing personal wellbeing. George Wallis, Isuzu’s Head of Marketing, expressed that the advert effectively demonstrates the benefits of such conversations, serving as a ‘refuge’ where individuals can engage without the pressure of eye contact.
According to recent studies, while 89% of the British public acknowledge the significance of discussing personal wellness, 56% still perceive a stigma around it. The campaign aims to address this gap by promoting open conversations as a vital step in mental health care.
Running throughout October, the campaign will utilise television, digital and social media, alongside traditional and experiential marketing methods, to reach diverse audiences and stimulate discussions about mental health.
The Isuzu and 438 Marketing collaboration highlights the importance of open dialogue on mental health, striving to break down stigmas and encourage wellness discussions.
