adam&eve’s Lloyds Ad Wins C4’s Diversity Competition

adam&eveDDB wins Channel 4’s Diversity in Advertising competition with its #GetTheInsideOut campaign for Lloyds Bank.

Marking the second iteration of the competition, this year’s brief was about raising awareness of mental health, following the success of 2017’s debut disability-promoting contest, in which AMV BBDO created a powerful trio of spots for Maltesers.

Various celebrities and media personalities star in the ad to discuss different mental health conditions, while playing a game of Who Am I?

Rapper Professor Green, TV host Jeremy Paxman and Olympic cyclist Victoria Pendleton among others, take part in the spots from Outsider director Max Fisher, and guess what’s written on the piece of paper fixed to their foreheads.

We see them ask a series of questions about the condition they’ve been assigned – revealing how much mental health is generally misunderstood by people.

The aim of the campaign is to get people to open up and talk about how they're feeling, in an attempt to remove the stigma that surrounds mental health. Research from YouGov inspired the campaign after it was revealed that 88% of the public think society could do more to improve our understanding of mental health issues.

“The hidden nature of some of these mental health problems mean that they are not [being] talked about as much as they should be, and people often don’t know how to start the conversation," says the agency's CEO, Mat Goff. "This campaign, thanks to the commitment of Channel 4 and Lloyds Bank and all the people brave enough to speak up in it, will help start thousands of conversations at home and at work that otherwise might not have happened.”

This year’s winning spot will air tonight on Channel 4, where it has received £1 million worth of advertising airtime, as today is Time To Talk Day; a campaign from Time to Change aimed at encouraging more conversations around mental health. Hopefully it will pave the way for more confronting advertising in future!