One in four people experience mental health problems at some point in their lives.

In 2001, the Department of Health appointed Forster to deliver the first high profile, UK-wide campaign to combat discrimination on the grounds of mental health.  Our strategy targeted employers, the media and young people as strategic ‘gatekeepers’ of how mental health issues are perceived.  For each audience, we shaped a credible learning and awareness campaign to promote recognition that mental health problems are part of ordinary life and that discrimination is damaging and unfair.

Based around people’s personal experience of mental health problems, mind out for mental health unlocked unprecedented support from stakeholders and from the public.  The campaign’s emphasis on devolved communications and partnership broke new ground in mental health promotion and has left an enduring legacy in the field.

Outcomes

• Highest ever profile for a government funded mental health campaign

• Average 76% penetration of target audiences, with 100% of coverage favourable

• Achievement of ‘breakthrough’ coverage for mental health discrimination in populist media