Channel 4 announce exclusive ad partnership with Time to Change

Following 4 Goes Mad, Channel 4's bold season of programmes challenging mental health stigma and discrimination broadcast last year, Channel 4 today announced it has signed an exclusive advertising partnership with Time to Change, in a deal planned and bought through Mediacom, to launch their new campaign on Monday 14th January 2013.

Time to Change is England's leading anti-discrimination programme run by the mental health charities Mind and Rethink Mental Illness. This new campaign will aim to shift the stigma associated with mental illness by encouraging people to start a conversation about mental health.

The new integrated campaign was devised and managed by Mediacom Beyond Advertising - and the 30" advert, produced by The Outfit, will run across Channel 4's main channel and digital portfolio for two weeks.

Andy Moore, Group Partnership Manager at Channel 4 said: "Through this exclusive partnership, we're proud to be broadcasting a campaign for Time to Change that aims to challenge the discrimination and prejudice surrounding mental health problems."

Time to Change Director, Sue Baker, said: "We have worked closely with Channel 4 over the last year on projects to tackle the stigma that people with mental health problems face. It's great to see them setting the standard and being the first national broadcaster to make a commitment to address mental health stigma and discrimination in the workplace.

"We're really pleased that Channel 4 is showing such strong leadership on the issue in the broadcast media sector and we're delighted to work in partnership with them again on this new advert."

Channel 4 was the first broadcaster in England to sign the Time to Change pledge to tackle mental health stigma and discrimination in the workplace.

Notes to Editors:

Time to Change
Time to Change is England's most ambitious programme to end the stigma and discrimination faced by people with mental health problems. The programme is run by the charities Mind and Rethink Mental Illness, and funded by the Department of Health and Comic Relief.
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