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Highly Commended - Best Commercial Partnership 2019

Congratulations to JOE Media, Highly Commended for Best Commercial Partnership 2019

Your ’Elevator Pitch’

JOE partnered with mental health charity Time to Change for its #AskTwice campaign for the month of October 2018. The mission: drive new behaviour amongst young men which would encourage more peer-to-peer communication and support. In other words… get men talking to each other and looking out for one another more.
JOE’s solution was a month-long, top-to-toe campaign which would run for the month. It encompassed video, the written word, tailored social activity across all key platforms, audio content via integration of JOE’s chart-topping Boys Don’t Cry podcast, a Nielson research report, a live event and a supporting display campaign.


Set The Scene
JOE and Time to Change worked together closely on building out a campaign approach that would hit every necessary post effectively and spread the #AskTwice narrative, whilst remanining in a moderate budget. Central to the success of the success of the campaign was the editorial direction that it took. Rather than taking an overarching
approach to getting the message across, we focused on specific interest and passion points for the target demographic – wrestling, gaming, football, business etc.


Tell Us The Story
Written word: JOE used written word, telling important – and crucially, relatable - stories to encourage discussion within communities like football, politics, MMA, wrestling and business.


• Video series: JOE created a mini-series putting ‘Joe Public’ as the central star, recruiting comedian Russell Kane to be a London cabbie for the day, driving passengers with their friends in a mic and camera filled cab gently encouraging conversation around mental health issues. These short videos were then seeded out on social media with clear call-to-action via the Ask Twice website and other resources.

• JOE archive: JOE also recommissioned important interviews from JOE’s critically acclaimed show ‘Unfiltered with James O’Brien’. This included Nigel Owens, Alastair Campbell, Robert Webb and Simon Thomas speaking openly and powerfully about mental health struggles and the different forms this can take.


• Live event: JOE filmed a live recording of JOE’s ‘Boys Don’t Cry’ with Russell Kane. It was hosted in a London pub, to an audience of Time to Change Champions and JOE followers. He hosted a panel of guests including comedian Jolyon Rubenstein, Rizzle Kicks singer turned toxic masculinity campaigner Jordan Stephens, and presenter Oliva Wayne. The topic centred on importance of being in your mate’s corner. The event featured as the final episode to series1 of Boys Don’t Cry.

• Nielson report: To ensure we could meet our goal of tracking awareness of the campaign, we partnered with Nielson to
commission a report looking at the pick-up, engagement and awareness levels of the campaign, it’s content and its

The Results
• The partnership surpassed all KPIs
• Successfully engaged with target audience (25-44 males)
• Ensured humorous yet informative/sensitive tone
• Recruited influential ambassadors
• Above all - successfully drove crucial behavioural change and effective action

• 3.8 million total views of all content
• Huge volumes of positive engagement across all channels
• JOE ‘goes pink’ takeover was a media first showing true collaboration in the partnership
• Campaign proved to be an industry talking point, getting nods from industry bodies like NABS and CALM Nielson report:
• During partnership ‘mental health’ became second most popular interest point on JOE behind sports
• Over half surveyed were aware of Time to Change / JOE partnership
• Nearly three quarters of those aware of campaign claim they’re likely to support it in the future
• 4 in 5 of those aware of the campaign claim that it will change their behaviour in future – particularly “asking twice if a mate is OK”

Best Commercial Partnership is sponsored by Lewis Silkin

In Partnership with


In Partnership with

AOP - Association of Publishers