Isuzu is kicking off a mental health campaign from today to normalise mental health discussions among men aged 35+.
Released on World Mental Health Day 2024, the campaign centres around the idea of connection – specifically, how meaningful conversations can unfold in the front seat of a pickup truck.
Revealed here, the 30-second advert has been crafted to raise awareness about the importance of open conversations for men’s mental health.
The campaign will debut on ITV4 and run over the next month and into November, targeting Isuzu’s core demographic of men aged 35 and over, particularly those in manual labour industries, who are often more isolated when it comes to discussing mental health. This spot aims to normalise these conversations by showing how natural they can be in everyday settings, such as during a drive with a loved one – sitting side by side.
The campaign is part of Isuzu’s commitment to supporting mental health and raising awareness through relatable messaging.
George Wallis, head of marketing at Isuzu UK, said: “We believe this campaign resonates deeply with our audience. Mental health affects us all, and our campaign is designed to show that even in the toughest environments, a simple conversation can make a difference. We are thrilled to see it air on ITV4, amplifying this critical message. We are using #sidebyside across our social channels too.”
“ITV is proud to partner with Isuzu on this impactful campaign,” said Jason Spencer, business development director at ITV Commercial. “Mental health is a crucial issue, which we’ve been championing for many years through our Britain Get Talking initiative and Head First Award for advertisers, and campaigns like these that encourage open conversations are essential.”
The advert is a key component of Isuzu’s broader commitment to foster wellbeing and support mental health initiatives. As a runner-up in ITV’s Head First Award, an advertising initiative that shines a spotlight on mental wellbeing, the campaign reflects Isuzu’s understanding of its audience and the brand’s ongoing efforts to contribute to important social causes.
