Ministry of Health

The campaign objective was to reduce discriminatory attitudes and behaviour towards people who experience mental illness.

Ministry of Health

Famous People

Agency: FCB New Zealand

 

Introduction/Marketing Challenge

The 1996 Mason Report on Mental Health Services found that 'it is painfully apparent that even if treatments are successful, gains will be minimal if the person lives in a hostile and uninformed community'.

The project challenge was 'to create a more supportive environment for people living with a mental illness; by reducing the barriers of stigma and discrimination'.

Studies of public attitudes towards mental illness found a low level of understanding of the meaning of mental illness, and that news and entertainment media are major sources of...

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