Time to Change (mental health campaign)

Last updated

Time to Change
Dissolved31 March 2021
TypeCharitable organisation
Focus Mental illness
  • 15–19 Broadway, London
Area served
Website www.time-to-change.org.uk

Time to Change was a mental health campaign in England, launched in 2007 with the objective of reducing mental health-related stigma and discrimination. Time to Change closed on 31 March 2021. [1]



Time to Change (TTC) was formed in 2007 [2] by mental health charities MIND and Rethink Mental Illness, aiming to reduce mental health-related stigma and discrimination. A specific objective was to reduce stigma and discrimination by 5 per cent in the first 12 months. The first four years were funded by grants of £20.5 million from the Big Lottery Fund and Comic Relief. [3]

TTC also asked organisations and individuals to sign a pledge supporting its anti-stigma programme. Organisations signing the pledge include the Bank of England, the Financial Conduct Authority, British Gas, British Telecom, Lloyds Banking Group, Ernst & Young, E.ON, PepsiCo and parts of the National Health Service. [4] A pledge event took place at the Houses of Parliament in October 2013, giving MPs an opportunity to sign up. [4]

In 2011, TTC launched a four-week television advertising campaign to promote its new slogan: "It's time to talk. It's Time to Change." [5]

The campaign was fronted by a number of celebrities, including political strategist Alastair Campbell, presenter Davina McCall, [6] singers Shojon, Frankie Sandford, and boxer Ricky Hatton. [7] In 2014, the campaign supported the "Laughing for a Change" project run by actress Janice Connolly, which aimed to promote awareness of mental health through a stand-up comedy tour. [8]


An academic study was carried out to measure whether TTC had met their 5 per cent target in the first 12 months. The study measured "progress toward meeting TTC's target of a 5 per cent reduction in discrimination". [3]

An independent evaluation of the campaign's first four years took place in 2013. Though it found a reduction in discrimination from friends and families, change in attitudes from health professionals was negligible. [9]

Time to Change closed on 31 March 2021, having lost its sources of funding. [1]


In Wales the campaign was launched in 2012 under the name Time to Change Wales, [10] led by Welsh mental health charities MIND Cymru, Gofal and Hafal. [11]

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  1. 1 2 "About our closure". Time to Change. 2021. Archived from the original on 28 September 2021.
  2. "Who we are". Time to Change. Archived from the original on 24 March 2018. Retrieved 24 March 2018.
  3. 1 2 Henderson, Claire; Corker, Elizabeth; Lewis-Holmes, Elanor; Hamilton, Sarah; Flach, Clare; Rose, Diana; Williams, Paul; Pinfold, Vanessa; Thornicroft, Graham (1 May 2012). "England's Time to Change Antistigma Campaign: One-Year Outcomes of Service User-Rated Experiences of Discrimination". Psychiatric Services. American Psychiatric Association. 63 (5): 451–457. doi:10.1176/appi.ps.201100422. PMID   22549532 . Retrieved 13 November 2013.
  4. 1 2 Atkinson, Neil (18 October 2013). "Jason McCartney joins Time to Change mental health campaign". Huddersfield Examiner . Retrieved 13 November 2013.
  5. Baker, Rosie (22 March 2011). "Time to Change attempts to end mental health stigma". Marketing Week . Retrieved 13 November 2013.
  6. "Campaign to get dads fighting mental health taboo". Cambridge News . 18 August 2011. Retrieved 13 November 2013.
  7. Baker, Rosie (20 August 2013). "Frankie Sandford fronts new mental health campaign". Hertfordshire Mercury . Retrieved 13 November 2013.
  8. Gill, Becca (1 March 2014). "Review: Laughing for a Change – The Stand, Newcastle". Giggle Beats. Retrieved 23 March 2014.
  9. David Brindle (3 April 2013). "Mental health anti-stigma campaign fails to shift health professionals' attitudes". The Guardian . Retrieved 13 November 2013.
  10. Scott Buckler (21 February 2012). "Health Minister launches campaign to end mental health discrimination in Wales". Govtoday. Retrieved 13 November 2013.
  11. Julia McWatt (9 August 2012). "Charities want better understanding of mental health in Wales' workplaces". WalesOnline . Media Wales. Retrieved 17 November 2013.