North West-based agency 438 Marketing has teamed up with Isuzu UK to create a purpose-driven mental health campaign aimed at fostering positive conversations around mental wellbeing. The campaign, titled #sidebyside, encourages people to use the safe, distraction-free environment of a vehicle as a place to have meaningful discussions.
The initiative follows Isuzu’s recent success in ITV’s inaugural Head First award, a programme designed to encourage advertisers to address mental health issues. Although Isuzu’s campaign was announced as a runner-up in the competition, the #sidebyside idea received match-funding of up to £250,000 for airtime on ITV’s channels.
Debuting on ITV4 on World Mental Health Day (10 October 2024), the TV advert conveys a powerful message about the importance of talking side by side during car journeys. It highlights how conversations in vehicles can be inclusive, whether between colleagues, family members, or friends.
The advert’s narrative centres on a character named Max, who supports various individuals in his life through conversations in his Isuzu truck. In the first scene, Max invites a troubled colleague for a ride, offering the opportunity to talk. A second scene sees Max comforting his mother during a shared journey, while later scenes depict him with his children. In a pivotal moment, Max himself finds support, as his son initiates a conversation while they drive together.
Alongside the TV campaign, Isuzu is rolling out the #sidebyside message across multiple platforms, including social media, digital channels, email, printed materials, point-of-sale displays, and experiential activities throughout October.
Helenka Hodnett, Managing Director at 438 Marketing, explained the rationale behind the campaign: “ITV’s Head First award brief was to raise awareness of mental health and wellbeing through the creation of an on-air advert. We immediately recognised that Isuzu’s brand was a natural fit, as they already advocate for wellness in various ways. The challenge was to encourage an audience that might typically shy away from discussing mental health to take a step forward.”
Hodnett also highlighted the longstanding relationship between 438 Marketing and Isuzu, noting, “We’ve worked with Isuzu for over 10 years, and they trusted us to deliver a campaign that aligns with their values. If this campaign helps just a few people open up about their mental health, it will have been a success.”
George Wallis, Isuzu UK’s Head of Marketing, said the campaign aims to connect with the brand’s loyal customer base, many of whom may not find it easy to engage in difficult conversations. “The advert demonstrates how conversations while in a vehicle can positively impact mental health. Driving provides a refuge, offering a safe space to talk without the pressure of eye contact and with the road ahead as a shared focus.”
Wallis added that the campaign reinforces Isuzu’s commitment to supporting its customers and aligns with the brand’s broader social purpose. “We are proud to be part of ITV’s Head First initiative, and launching this campaign is a major achievement. It’s our way of giving back to the communities that have supported our brand over the years.”
The #sidebyside campaign is set to become an integral part of Isuzu’s marketing strategy, promoting positive conversations across all customer touchpoints.
