438 Marketing has created a purpose-driven campaign for Isuzu UK.
The aim of the campaign is to inspired positive action towards better mental health and wellbeing.
It’s come about following Isuzu’s #sidebyside mental health creative, which was designed by the Knutsford agency, for ITV’s inaugural Head First mental wellbeing competition and as a result Isuzu was awarded up to £250k match funding of airtime on the broadcaster.
The idea has now been developed into a fully integrated campaign by 438.
“ITV’s Head First award brief was to champion and communicate to the nation the importance of taking steps towards better mental health and wellbeing, through the creation of an on-air spot. We immediately recognised the fit with Isuzu, as they already champion wellness in lots of ways, and their audience could be considered one that needs a nudge when it comes to talking,” explained Helenka Hodnett, Managing Director at 438.
“Bringing the whole idea to life has been a true team effort, and we’re so proud to have created the campaign. We have a longstanding working relationship with Isuzu, which spans more than 10 years, and they wholeheartedly put their trust in us to deliver a campaign that supports their purpose and values. We’re confident that the campaign will inspire positive change and conversation; even if it helps just a handful of people struggling with their mental health it’s been worth it.”
The television advert will first air today and centres around a key message of talking side by side, to show the value of inciting meaningful conversations while travelling in a vehicle.
Let's talk, side by side.
— Isuzu UK (@Isuzuuk) October 10, 2024
One of the barriers to maintaining better mental health is the simple act of talking.
Recent research found that 89% of Brits believe it’s important to open up about personal wellness, yet 56% claim there is still a stigma around it.*
Together we can… pic.twitter.com/qAOyDopB0g
It will run throughout October alongside social media, digital, email, printed literature, POS and experiential activity.
“Isuzu has a loyal customer base and is undoubtedly a market where having difficult conversations doesn’t come easy, so encouraging our core audiences to support their mental wellbeing is an important message to back. We also wanted to demonstrate that the positive benefits of conversation in a vehicle is something truly inclusive, which the campaign achieves,” added Isuzu’s Head of Marketing, George Wallis.
“The advert is highly effective in showing how conversations while in a vehicle can have a positive effect on wellbeing and mood; serving as a refuge for conversation, in a safe space to talk with the distraction of the road ahead and without the pressure of eye contact.
“We were overjoyed to have been chosen as a runner up in ITV’s Head First initiative and to be putting this fully integrated campaign live is a huge sense of achievement, that we can be giving something back to a nation that’s supported our brand over the years.
“The campaign will include all brand touchpoints and become an integral part of our brand’s social purpose. It reinforces our commitment to supporting our customer’s needs and that as a team we really care about making a positive difference in people’s lives.”
