Changing minds

One in four people will have mental health problems. The vast majority recover. In this difficult issue, there’s one huge, unhelpful, complicating factor: a person with a mental health problem is 3 times more likely to be harrassed by other people…

Stigma stops people talking about their mental health. And that compounds problems and hinders recovery.

It’s a serious issue for society and individuals. So, the see me campaign was launched as part of a 20 year public health strategy.

We have handled every part of the programme, from initial ‘brand’ strategy to advertising to ‘grassroots’ engagement. In 5 years, the campaign message has penetrated the public consciousness with proven, tangible effect – a genuine social marketing success.

– Over 50% awareness of the see me ‘brand’ and its mission. (Public Attitude Survey 2007).

– 36% reduction in stigmatizing or discriminatory behaviour since launch (Fairer Future Report 2007) – 42% of service users say that the problem of stigma has improved since 2002 (Fairer Future 2007)

– 81% of people with a mental health problem now say they feel more able to talk to someone about it (Public Attitude Survey 2007)

The campaign has won 5 awards (2 UK-wide for effectiveness, inc the IPA Award for Best Integrated
Communications and a global ‘health industry’ accolade. All the more remarkable when you consider that this
isn’t just a typical ‘low interest category’. It’s something people have had a real incentive not to talk about.