GibSams has partnered with the Bassadone Automotive Group on a campaign that leverages the intimate environment of a car to promote open conversations about mental wellbeing.
New UK research reveals that 76% of people have had a deep and meaningful conversation in a car. In particular, men feel more at ease when having deep and meaningful conversations in cars than anywhere else. Chartered psychologist Sarah Rozenthuler, explains: ‘Driving is a helpful distraction, particularly for people who don’t often share how they feel. As the driver has another task to perform, their ability to repress their feelings lessens and their true emotions come to the surface. The informal setting also helps us loosen up and speak more freely.’’
The campaign kicked off with a promotional advert showcasing two exceptional talents from the Gibraltar Academy for Music and Performing Arts (GAMPA). The advert draws attention to the power of conversation, emphasising that sometimes, the best place to start a dialogue about mental health is on the road. Adding a tangible touch to the campaign, GibSams and Bassadone have also introduced bespoke in-car air fresheners that include details of GibSams' confidential, anonymous listening and online chat services. The idea is to have a constant reminder right in the car, urging individuals to reach out whenever they need to talk.
The Bassadone Group’s People Director, Nicole Stevens said, “ “Bassadone Automotive Group is delighted to have been given the opportunity to collaborate with GibSams on this campaign. We share in the commitment to open communication, removing stigmas and creating inclusive and supportive environments where all of us can thrive and grow.”
"We understand how important it is for people to feel safe and comfortable when discussing their mental health," says Brenda Cuby from GibSams. "With this partnership and campaign, we aim to destigmatise conversations surrounding mental well-being and provide a platform where everyone feels heard."
This initiative not only aims to create awareness but also offers tangible resources for those seeking help. GibSams recently published a free ‘Talking Toolkit’ to help those who may be concerned about a friend or loved one. As more people become aware of the services provided by GibSams and the importance of addressing mental health concerns, the hope is that the community will be better able to support each other.
Research source: https://www.zipcar.com/en-gb/press/roadtrip-research