Cut the Clock
Help for Heroes lights up London on Blue Monday
to shatter mental health stigma.
CCO LAURENCE THOMPSON
CCO ROB DOUBAL
CD MIKE OUGHTON
AD/CW ELIN ENSTÖM, NICO GANDRUP & JESSICA REES
At the centre of this new campaign created by McCann London and McCann Enterprise and Help For Heroes is the #StigmaClock. Depicting the four-year delay it takes Armed Forces veterans to seek help for psychological wounds such as post-traumatic stress disorder (PTSD), the clock was projected onto The Tower of London in support of veterans suffering in silence.
Help for Heroes encouraged the public to join in and show their support for veterans by shaving time off the #StigmaClock. With every pound donated to Help for Heroes through the campaign; with every retweet, “like” and share on social media, and every new volunteer recruited, the four years on the #StigmaClock will be cut. The projection was livestreamed via CutTheClock.com so people could see the
#StigmaClock being cut in real time.