Last week, together with creative agency GOOD, we launched a new campaign, Let’s Rethink, with national charity Rethink Mental Illness. Over half a million people in the UK are severely affected by mental illness. Three in five people living with a mental illness say the fear of how others perceive them has stopped them seeking support.

Let’s Rethink aims to challenge the stigma and discrimination so many experience. One of the most difficult things about living with a mental illness can be the judgement of others. The campaign launches with a 30 second film that flips the narrative and shows that it’s not what’s going on in the minds of those affected by mental illness that makes life hard, it’s what’s going on in ours. To reach a broad audience and encourage more people to rethink their attitudes towards mental illness, we secured a media partnership with ITV for the TV advert. The advert is supported by a social campaign that will run across paid channels and Rethink Mental Illness’ own platforms.

Both the advert and social campaign direct audiences to download a free guide, created by GOOD. The guide contains expert advice and practical tips to help the UK public better understand mental illness and help end the harmful cycle of stigma.

James Harris, Director of Communications and Campaigns at Rethink Mental Illness says “People severely affected by mental illness tell us that the challenges they face – including managing symptoms and striving to access timely care and treatment – are often exacerbated by the stigma and discrimination they encounter. Although there has been increasing awareness of mental health in recent years, understanding of severe mental illness has lagged behind.

As a result, people we support continue to face discrimination at home, in schools, and in the workplace. We wanted to shine a spotlight on mental illness with an impactful, thought-provoking campaign to encourage the public to reconsider their preconceptions about those severely affected by mental illness.”