In light of the coronavirus pandemic and the recognition that self-isolation and social distancing can have negative effects on people’s mental health, Bauer Media brands are expressing how they are feeling and encouraging audiences to do the same. By asking listeners and readers to take selfies of themselves and open up, the social campaign aims to remove the stigma of mental health, start a discussion, and show audiences that they are not alone.
Starting today, DJs, presenters and writers from brands including Grazia, heat, Absolute Radio, KISS, Scala Radio and Hits Radio will be sharing their photos on social media with callouts for Brits online, in print and on air to join in. With the hashtag #WheresYourHeadAt, audiences will be invited to take a photo of themselves, share comments on how they are feeling, and tag two friends to do the same.
In addition to fuelling discussions around the topic of mental health, the campaign will drive audiences to Where’s Your Head At? to get advice, tips and access to exclusive articles to help people maintain a healthy mindset. This follows previous campaigns Bauer Media brands have actioned since Where’s Your Head At? launched in 2018, with their Social Media Blackout on World Mental Health Day 2019 and their petition in partnership with Mental Health First Aid England and Natasha Devon on making it compulsory to have a mental health first aider at work.
Commenting on the social campaign, Abby Carvosso Group Managing Director Bauer Media Advertising said, “At Bauer Media we prioritise the health and safety of our people and audiences, and that includes both physical and mental health. From our recent research we’ve seen that 91% of people have been listening to the radio and 76% of people have been reading magazines since they have been on lockdown, turning to our brands for both information and entertainment during this difficult time. We therefore want to use our influence and reach to speak up about serious issues like mental health and show the nation that it’s ok to feel the way they are, and they are not alone. We’re proud to be launching this social campaign with Where’s Your Head At? and continue to support our listeners and readers.”
To accompany the campaign, Bauer Media brands have set up special programming and editorial features over the next few weeks. Grazia’s latest issue, launching today, is focused on mental health, featuring exclusive interviews with the likes of Fearne Cotton and Marie Kondo. Grazia will also be hosting ‘Get Together with Grazia’ sessions on its Instagram featuring celebrities and influencers, providing help, advice and entertainment. The sessions kicked off on Friday 3rd April with a live DJ set from Mel C. Similarly, starting today, heat is kicking off a ‘heat retreat’ series of live feel good sessions. The first guest will be Russell Kane, providing his guide to surviving in self isolation. To boost joy and entertainment at home, KISS is now hosting daily ‘Quarantunes’, where they provide shout-outs to people in quarantine and play their favourite song dedicated to them. Some Bauer radio stations will also be running ‘surgery style’ shows with the best mental health professionals to provide listeners with all the facts. The first Q&A aired on Absolute Radio on Sunday 5th April with Simon Gunning, CEO of Calm, and Hits Radio have another session planned in the next couple of weeks.
For more information on how to take part in the social campaign, please visit: wheresyourheadat.org
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Notes to Editors
For Further Press Information on Bauer Media, please contact:
Cat Martin (née Macdonald) – Communications Director Bauer Media
Odelia Yu – Senior Commercial Communications Executive, Bauer Media
About Bauer Media UK:
Bauer Media UK reaches over 25 million UK consumers through a portfolio of world-class, multi-platform media and entertainment brands including heat, KISS, Grazia, Empire, Magic, Absolute Radio and the Hits Radio Network. These brands offer commercial partners access to highly engaged audiences, with creative solutions underpinned by insight and instinct. Bauer Media UK is part of the Bauer Media Group, one of the world’s largest privately owned media businesses with media assets all over the globe.
About Where’s Your Head At?:
Bauer launched ‘Where’s Your Head At’ in May 2018 a national campaign to get workplaces to give parity to physical and mental health – alongside Natasha Devon MBE and MHFA England - over 214K signed a petition that made businesses and government sit up and listen (and resulted in a change to the workplace Mental Health guidelines). For more information go to www.wheresyourheadat.org