BITE Insight

Each year, 1 in 4 people in the UK experience a mental health problem. These are non-visible disabilities, which can make them difficult to talk about. There is still a stigma attached to mental health that means the conversations surrounding it mostly take place in private or in secret.

Lloyd’s Bank wants to change this. Working alonsgide Mental Health UK and adam&eveDDB, their latest campaign explores the common misconceptions about living with a non-visible disability in #GetTheInsideOut.

The ad sees famous faces playing the popular game of Who Am I, with notes stuck to their foreheads. But instead of the usual celebrity personas, each person was given a mental illness to guess. This forced the questioning to move from whether the person wears glasses or has black hair to the harder hitting am I going to live? Am I to blame? Could telling my boss help?

The disabilities in question range from anorexia to stress to bipolar disorder and the ad includes appearances from Professor Green, Jeremy Paxman and Victoria Pendleton.

Lloyd’s wants to encourage more open conversations and end the culture of silence by getting the inside out. The ad was the winner of Channel 4’s Diversity in Advertising Award which gave them £1 million worth of free airtime.