The Real Radio network will promote the “Time to Change” message run by the charities Mind and Rethink Mental Illness in a new deal.
The campaign is England’s biggest mental health anti-stigma programme, and Real Radio will help by starting a conversation about mental health with their listeners.
Activity across stations in the North East, North West and Yorkshire will include advertorials, editorial features, and promoting the Time to Change pledge on the Real Radio website over a three week period. Key presenters in these regions will swap their normal show time to endorse the message that it’s ‘Time to Change.’
The Real Radio Patrol will be taking the Time to Talk message out on to the streets of major cities across the North and Yorkshire, including Manchester, Liverpool, Newcastle and Leeds. Media buying agency M4C worked with Time to Change to secure the activity throughout August.
Digital advertising will feature in the campaign, and the Time to Talk radio advert will run on national and regional stations. A new set of ‘pop art’ inspired postcards has also been created to give supporters the opportunity to share tips on starting a conversation about mental health.
Time to Change Director Sue Baker, said: “Local radio stations have big audiences within their local community and are the perfect medium for starting conversations. It’s a great fit for us to be working with Real Radio as they talk to their listeners everyday on-air but also engage them directly in real time on the phone, text, email, twitter and even on the ground with their street teams.
“Our partnership with Real Radio will help to deliver a serious message, but on a local and personal level through a trusted source. We are confident that this joint work will engage listeners in the subject and help to show how we can all play our part in helping to remove the stigma around mental health.”
Chief Executive for Real Radio, Mark Lee said: “We are delighted to be working with Time to Change on delivering this important message and providing a platform that can help convey an often difficult and sensitive subject matter. Through the various channels of communication we have with our listeners, Real Radio can connect on many levels and encourage people to think about how mental health issues are viewed, breaking down barriers in the process.”