A place where mental health has a voice.
While most people with mental illnesses are not violent, loud opinions on how mental health is addressed surfaced in the debate over gun-related tragedies, specifically among teens and young adults.
The National Association of Broadcasters decided to use its power to educate Americans about issues of mental health, deepening and broadening the discussion for the good of all, helping dispel the myths, fear, and shame.
Responding to their call, Ogilvy PR created a compelling public service announcement (PSA) campaign to chip away at the stigma surrounding mental illness. They drew on the creative branding and tone of the PSAs to develop an immersive experience on Tumblr where teens and young adults struggling with mental health problems could safely share their personal stories of tragedy and recovery, struggle and hope.
Visitors landing on the page are drawn into a community of creativity, sharing, and support, and a gallery of the poignant experiences contributed by users of the site. More than just saying ‘you are not alone’, the site provides visitors with links to help resources and a 24/7 hotline.
The campaign contributed to an against-the-trend 7% increase in calls to the National Suicide Prevention Lifeline in July and August, 2013.