Isuzu UK, partnering with a Cheshire-based agency, 438 Marketing, has launched a new mental health campaign.
- The campaign emerged following Isuzu’s successful entry in ITV’s Head First mental wellbeing competition, earning considerable airtime funding.
- A key message of the campaign is to encourage meaningful conversations about mental health, especially while travelling in vehicles.
- Research underpinning the campaign indicates a widespread belief in the importance of discussing personal wellness, despite existing stigma.
- The campaign includes a televised advert, as well as social media, digital, and experiential activities running throughout October.
Isuzu UK, collaborating with 438 Marketing from Cheshire, has embarked on a purpose-driven mental health campaign aiming to encourage positive actions and conversations regarding mental wellbeing. Building on Isuzu’s previous #sidebyside creative, which garnered attention through ITV’s Head First mental wellbeing competition, the campaign secured up to £250,000 in airtime funding.
Helenka Hodnett, Managing Director at 438 Marketing, emphasized the alignment of ITV’s brief with Isuzu’s ongoing commitment to wellness. She stated, “The award brief was to champion and communicate the importance of taking steps towards better mental health, and we immediately recognised the fit with Isuzu.
The campaign’s television advert, set to air today, reinforces the message of communicating side by side, leveraging the unique setting of conversations within a vehicle, which can provide a safe space free from the pressures of eye contact and other social pressures.
Research supporting the campaign shows that while 89% of Brits recognise the importance of talking about mental health, 56% still perceive a stigma. This initiative aims to bridge that gap by fostering an environment conducive to open dialogue.
Running alongside the TV advert, the campaign spans various channels, including social media, digital platforms, email, printed literature, point-of-sale, and experiential activities, all designed to reach Isuzu’s diverse customer base and promote inclusive conversations.
George Wallis, Isuzu’s Head of Marketing, highlighted, “The positive benefits of conversation in a vehicle are truly inclusive, and this campaign demonstrates our commitment to supporting mental wellbeing.” He noted that creating a refuge for discussion without the pressures of direct interaction can significantly benefit mood and wellbeing.
This comprehensive campaign underscores Isuzu’s dedication to promoting mental health awareness through innovative and inclusive strategies.
