Natural cheese slice brand Leerdammer and mental health charity YoungMinds have teamed up with Good Agency to tackle the stigma of mental health in young people.
The initiative ‘Talk It Out’ aims to use comedy to break down barriers in talking about difficult topics.
As part of the marketing drive, the partnership launched an event at Bristol Grammar School with comedian Stuart Goldsmith, who performed a 20-minute set to sixth-form students about the topic.
The campaign was launched in response to NHS data that showed one in five young people had a diagnosable mental health condition.
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Chris Norman, CEO and co-founder at GOOD Agency, said: “Leerdammer are committed to having a positive impact on young people’s mental health, which is one of the most important social issues we are facing today.
“Leerdammer’s Talk It Out Campaign, working in partnership with the charity YoungMinds, grabs your attention by using comedy to help overcome the stigma of young people and their parents talking about their mental health.”
Norman added: “The initiative is a real opportunity to tap into the personality of Leerdammer’s brand and purpose and make a real difference in local communities in the UK. Developing Talk It Out, in partnership with YoungMinds, has been a great way to reach communities in Bristol and Brighton and the initial positive response has shown the need for initiatives like this across the UK.”
Heloise Le Norcy-Trott, group marketing director at Lactalis UK & Ireland, which produced Leerdammer, said: “We have developed an initiative that will really have a positive impact on young people’s mental health but also, importantly, raise awareness of YoungMinds so they can guide parents and their children towards accessing better mental health care. Leerdammer is an uplifting and comedic brand, so we were motivated to tap into our unique brand personality with something that would really make a difference among local communities”.
