Lloyds Bank highlights mental health issues and people's lack of awareness around them in a campaign that won the U.K.'s Channel 4 Diversity in Advertising award.
The campaign was devised by Adam&Eve/DDB and features celebrities, ordinary people and Lloyds employees playing a version of the party guessing game "Who am I?" but with different mental health conditions, such as anorexia, stress, depression anxiety and bipolar disorder, writen on the sticky notes on their foreheads. Personalities including rapper Professor Green, political spin-doctor Alastair Campbell and TV presenters Rachel Riley and Alex Brooker appear in some of the spots, which were directed by Outsider's Max Fisher.
Their aim is to explore the common misconceptions about living with a non-visible disability. Mat Goff, CEO at Adam&Eve/DDB, says in a statement: "The hidden nature of some of these mental health problems mean that they are not talked about as much as they should be, and people often don't know how to start the conversation. 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."
As the award winner, Lloyds Bank will receive one million pounds worth of advertising airtime on Channel 4. The competition invited entrants to put forward creative ideas featuring non-visible disabilities. In 2016 the winner was Maltesers, which created a series of humorous ads around disabled people and their experiences.