Lloyds Bank has unveiled an integrated campaign for the launch of its new service that offers over 1000 UK small business owners a series of free therapeutic coaching sessions, in partnership with Mental Health UK (MHUK).
Created by adam&eveDDB, Zenith and The Ninety-Niners, the ‘Stronger Mind, Stronger Business’ campaign intends to highlight how a strong mindset can contribute to business success, while challenging the ‘narrative’ that mental health must be sacrificed for success.
The promotion features real small business owners who have benefited from the free therapeutic coaching sessions to maintain their mental resilience and build successful businesses.
The bank has also partnered up with Global for the campaign, with Heart, LBC, Radio X and Classic radio stations all due to speak to small business owners to explore the ways in which looking after your mental health can lead to successful business results.
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“Mental resilience has never been more important for small business owners against today’s challenging economic backdrop. ‘Stronger Minds, Stronger Business’ aims to champion the benefits of good mental health whilst widening access to support for customers,” Lloyds Banking Group head of B2B marketing, Dan Stewart, said.
According to Lloyds, the campaign was inspired by research that found that 80% of small business owners have experienced poor mental health, and almost a quarter do not know that help is available.
Adam&eveDDB executive creative director, Ben Tollett, added: “Running a business in today’s climate is tough, which is why its so great to focus on the positive experiences of real business owners who’ve benefitted from free mental health sessions thanks to Lloyds Bank and Mental Health UK.”
