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Mental health campaign Time to Change wants to turn intention into real action with a humorous ad aimed at men.

The spot by Ogilvy UK is set in the wilderness and shows a man asking his friend, who is trapped beneath a heavy chopped log, if he is alright. After a woodland squirrel recommends the man ask twice, the friend finally agrees that he could use help. A second film aimed at young adults will be released at the end of October. The campaign also includes pub posters and beer mats.