As a nation, we’re uncomfortable talking about our mental health. So in 2025, we encouraged people to get comfortable physically and emotionally by sitting down and opening up about mental health. We created a series of comfy sofas, chairs and benches that invite the viewer to do just that.
Our radio ad took the POV of one of these comfy seats talking about the privilege of facilitating all kinds of conversations and the feeling that comes when people open up.
ECD: Paula Amaral}
Art director: Gina McDowell
Copywriter: Giz Griffiths
Hire them > https://www.gizandgina.rocks
Designer: Olga Angelaki
I've been the comfy seat in this little cafe for so long.
Tucked away in a quiet spot, people feel safe to talk about all sorts.
I've heard it all: first dates, promotions, you name it.
But the best moment?
When Andy found the courage to tell Cam how low they had been feeling recently.
That one stuck with me.
Something on your mind? Grab a friend and pull up a chair. It's good to share.
Get comfortable and start talking about mental health on the sixth of February, Time to Talk Day.
Run by Mind and Rethink Mental Illness in partnership with Coop.