The John Olivers hairdressing group is marking its 40th anniversary by joining the Time to Change campaign against mental health stigma.

The group’s Norwich salons are displaying campaign materials to raise awareness of myths and facts, and to promote positive attitudes towards discussing and dealing with mental health issues. More than 800 clients a week visit the Red Lion Street and Elm Hill salons.

John Olivers partner Garry Hollett said the campaign had already become a hot topic of conversation: “As a community hairdressers we feel strongly for the welfare of our customers,” he added. “We have supported charities in the past that we felt might be beneficial to our clients and staff. It’s good to know that by supporting Time to Change we could be helping individuals in need.”

John Olivers is backing Time to Change at the invitation of Norfolk and Waveney Mental Health NHS Foundation Trust, which aims to involve around 700 registered barbers, hairdressers and beauty salons displaying campaign materials.

The campaign is led nationally by MIND and Rethink, with £16m worth of Big Lottery funding, and £4m from Comic Relief. It is evaluated by the Institute of Psychiatry. A pilot campaign found that hairdressers enjoyed supporting Time to Change, and talked to a wide range of people about topical issues, including mental health and related experiences involving family and friends.

Garry said: “As a successful, well-connected local business, we are proud to be involved in this campaign at such an early stage. If the success of the material in our salons is anything to go by, then the campaign is on track for a long and productive future. I would encourage other hairdressers to support this campaign. The greater the awareness, the more likely the campaign is to succeed.”

The campaign pack contains A4 posters, beermats, postcards and leaflets giving facts and information. These include quotations from celebrities who have experienced mental health problems, including Stephen Fry, Patsy Palmer and Alistair Campbell. Garry commented: “The postcard leaflet featuring celebrity faces is a big draw and has disappeared quickly.”

Other hairdressers, barbers and beauty salons wishing to support Time to Change should contact Laura Marshall on 01603 421344, or Steven Lerpiniere on 01603 421571, at Norfolk and Waveney Mental Health NHS Foundation Trust.