Lloyds Bank highlights how strong mental health contributes to business success
‘Stronger Mind, Stronger Business’
Lloyds Bank has revealed 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).
The ‘Stronger Mind, Stronger Business’ campaign, created by adam&eveDDB, Zenith and The Ninety-Niners, aims to highlight how a strong mindset can contribute to business success, whilst challenging the narrative that mental health must be sacrificed for success.
The work features real small business owners who have benefited from the free therapeutic coaching sessions to maintain their mental resilience and build successful businesses, showing how Lloyds Bank is by the side of British businesses in tough economic times, not just from a financial perspective but a wellness one too.
The campaign includes a partnership with Global, brokered by Zenith, where well-known radio hosts including Anna Whitehouse on Heart and Natasha Devon on LBC plus talent across Radio X and Classic will speak to small business owners about the importance of looking after your mental health and how this can lead to outstanding business results.
The campaign also includes podcast sponsorship across popular shows including The News Agents, Full Disclosure with James O’Brien and The Week Unwrapped, and the creation of bespoke micro-shows that feature a Mental Health UK therapeutic coach alongside a small business owner who has used the service.
Natalie Cummins, CEO at Zenith UK, said: “Bringing advocates of the therapeutic coaching sessions onto the airwaves is really powerful and will help business owners facing the same challenges everywhere.”
The campaign was inspired by research showing that 80% of small business owners have experienced poor mental health, and almost a quarter don’t know that help is available.
The free therapeutic coaching sessions are open to both Lloyds Bank customers and non-customers and can be booked via a dedicated online hub developed by The Ninety-Niners in conjunction with MHUK. The hub also houses additional resources, case studies and articles to support business leaders with their mental health.
Ben Tollett, executive creative director at adam&eveDDB, 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.”
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