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• New advert airs on Thursday 14 May
• Features customers discussing the mental health challenges faced during this crisis

Lloyds Bank and Mental Health UK have launched a new campaign to support to customers who have been affected by the Covid-19 crisis. New TV, radio and social media adverts (from Thursday 14 May) highlight a shared commitment to be there for customers.

Building on the mental health awareness campaign that won Channel 4’s £1m ‘Diversity in Advertising” competition in 2018, this new work, also by ad agency adam&eveDDB, features customers, in scenes now synonymous with households and businesses in lockdown, questioning mental health challenges faced during the crisis.

The advert will air during tonight’s edition of ‘Who Wants to be a Millionaire’ on ITV1. 

Lloyds Bank is there for the people and businesses the length and breadth of Britain, from every generation. Due to COVID-19 many of them have got a lot on their mind at the moment. The new campaign shows them that Lloyds is by their side, providing support and advice alongside Mental Health UK. The partnership has gone from strength to strength over the last three years, with the launch of the Mental Health and Money Advice service, which helps those experiencing poor mental health with their finances, and Bloom, which supports the mental health of young people.

‘Does it make me feel like I could lose everything?’ asks a small business owner with a sticker saying ‘stress. ‘Does this affect our plans for the future?’ wonders a pregnant woman whose sticker says ‘isolation.’ Does this make me feel like it’s all my fault?’ ponders a woman with ‘guilt’ written on a sticker on her forehead.

Brian Dow, Chief Executive, Mental Health UK, said: “With a growing number of us experiencing new or worsening mental health problems due to Covid-19, the need to ensure no one is left isolated or unsupported has never been greater. We are proud to be a partner on this campaign connecting people with the advice and information they need to navigate this challenging time, and we are grateful for Lloyds Banking Group's continued commitment to moving the nation's mental health forward.”

Lloyds Bank has created a wealth of support with Mental Health UK to help customers through these uncertain times www.lloydsbank.com/mentalhealth.

Richard Warren, Director of Marketing Communications at Lloyds Bank, said: “In these unprecedented times lots of our customers will be experiencing stress and anxiety, with many people finding that their everyday life and financial situation has changed overnight. Our partnership with Mental Health UK continues to offer help and support to the people of Britain during these difficult times.”

Lloyds Bank has raised over £10 million for Mental Health UK since launching the partnership in 2017.