Elephant in the Transit
This idea began life as an entry and top ten finalists in Channel 4’s 2017 Diversity in Advertising Awards. Little did we know it would be the catalyst for Ford and GTB’s long term commitment to tackle the stigma of mental health in the workplace.
Mental Health issues are one of the biggest killers of young men in the UK. So many, finding it difficult to openly talk about their problems, choose to battle them alone. But according to research, we generally find it easier to chat about our feelings when sitting side by side. Realising millions of men do this every day in their Ford Transits led us to proposition of ‘Space to Talk’. Because when we share a problem together, We Go Further Together.
The TV ad focuses on two men in a Ford Transit with an elephant occupying the space between them. The driver, realising his colleague appears pre-occupied and distant, pulls over to talk. At this point, we see the elephant, symbolising the burden of not talking about our mental health, begins to fade.
The nationwide campaign uses numerous channels to spread the word, including PR, in Ford Dealerships, and social media where we provided Top Tips to help people understand how they can help someone suffering from mental health issues.
We also partnered Ford with the mental health charity Time To Change and TalkSport to amplify the message even further.
Following in Ford’s footsteps, GTB also came together internally to sign the TTC Pledge and register themselves as an organisation dedicated to changing attitudes to mental health.
Together, we go further.