Client and Service Provided


A fully integrated media plan for charity organisation, Time to Change Wales.




Time to Change Wales represent ‘the first national campaign to end the stigma and discrimination faced by people with mental health problems’, funded by the Big Lottery, Comic Relief and Welsh Government and delivered by three of Wales’ leading mental health charities Gofal, Hafal and Mind Cymru. They asked us to develop an awareness campaign aimed at improving attitudes around mental health in the Welsh public by 5% and reducing discrimination experienced by 5%.


The goal was to get people talking.


We tackled this challenge with a two fold approach. As a fully integrated campaign we used selectively targeted TV, outdoor, online, print and radio spots to reach large scale exposure. However, in order to get closer to the audience we also produced some ambient work, beer mats and chicken boxes. Our aim here was to cue discussion amongst our audience in a natural, social environment. We were specifically targeting males who tend to have a harder time opening up about the sensitive issues, in an environment where they would feel more relaxed.


Post-campaign analysis showed that the campaign reached millions of people and exceeded predicted impact. TTC Wales ran a survey demonstrating that since May 2012 there has been significant increase in:


o The average score given for willingness to have someone with a mental health problem as a neighbour from 7.6 to 8.2 out of 10


o The proportion of respondents who have seen or heard advertising raising the profile of those with with mental health problems (21% increase)


o The proportion of respondents who have seen or heard advertising within the last 3 months (13% increase)


o The proportion of respondents seeing adverts online and on the radio since May 2012.


o Overall awareness of advertising = 58%


“Working with Hello Starling is such a positive experience. It’s clear their expertise is matched by their passion for what they do. They’ve consistently gone the extra mile to help us maximise the reach of our campaign to help end mental health stigma in Wales. They’ve even brought it to their own office by holding mental health events! The team are always friendly and happy to help, their integrity and the care they bring to their professional relationships genuinely shines through. They have never failed to exceed all of our expectations and make us smile!”


Helen Robinson, Time to Change Wales
new box

new mats



By Angharad Edwards