Results and Impacts

The See Me campaign won 5 awards, including a global ‘health industry’ accolade, but it did so much more. We achieved over 50% awareness of the ‘See Me’ brand and a 36% reduction in stigmatizing or discriminatory behaviour (Fairer Future Report 2007). And according to the Public Attitude Survey of 2007, 81% of people with mental health problems now felt more able to talk to someone. The stigma of mental health was something The Gate felt passionate about, and we tackled the See Me project with gusto. In 5 years, we had created a sustained campaign which penetrated the public consciousness with proven, positive results.

The Challenge and Objectives

One in 4 people have mental health problems. The vast majority recover, but there’s complicating and disturbing factor – a person with a mental health issue is 3 times more likely to be harassed by other people. In response, the Scottish Government launched See Me, a 20 year public health strategy to stop the stigma of mental ill health. Our challenge was to create a ‘brand’ strategy, advertising and handle grassroots engagement in a way that would have a wide impact and tangible effect.

Our strategy

In a series of ground breaking TV, radio and outdoor ads, The Gate created a stylish and hard hitting campaign which brought the issue of mental health stigma into sharp relief. By focussing on the feelings and reactions of victims of discrimination – who are seeking to be accepted and live a ‘normal’ life – audiences were engaged emotionally and encouraged to see the person behind the illness. An edgy, modern creative treatment made the ads both visually appealing and effective.