Absolute Radio to replace ad breaks for mental health

Bauer Media and Where’s Your Head At? have partnered with mental health charity Chasing the Stigma to launch #PledgeKindness.

The campaign encourages people to pledge to do something kind for someone else, aiming to spread happiness across the country, foster communication and human contact, and improve people’s mental health.

To support the cause, Absolute Radio will take out the final ad-break every hour between 10am-4pm on 9th October and replace it with an instrumental song to encourage listeners to take time to think about the power of words, their mental health and how they can help the people around them.

Other Bauer stations including Magic Radio and Hits Radio will be publishing and airing call outs and kindness stories too.

The campaign has been supported by stars such as Little Mix, Olly Murs, James Bay and Laura Whitmore, all of which will be sharing their stories of kindness and inspiring fans to get involved too.

Launching today, the campaign will invite audiences to simply ‘pin’ an act of kindness to an interactive digital map, allowing them to see other pledges that have been posted locally and across the country. The campaign aims to collect 10,000 pledges by World Mental Health Day on Saturday 10th October.

Abby Carvosso, Group Managing Director Bauer Media Advertising said, “At Bauer Media we have been proactively campaigning for mental health awareness with Where’s Your Head At? since 2018 and believe that it is even more important and relevant now than ever with the pandemic.

“We want to be able to drive awareness, actively support people who are suffering and explore the issues and topics that matter most to our audiences and customers – so we’re very proud to be partnering with Chasing the Stigma and bring all our brands together to launch this campaign.”