We wanted to encourage more open conversations about mental health in the campaign that won Channel 4’s Diversity in Advertising Award for Lloyds Bank. The campaign features celebrities including Professor Green and Jeremy Paxman, as well as members of the public and bank employees, playing a “Who am I?” sticky-note guessing game to explore misconceptions about living with mental health conditions. Channel 4 awarded £1m in free airtime to the brand for coming up with a creative idea focused on non-visible disability. The spots debuted during a special ad break on the national Time to Talk Day in 2018.