Myvitamins

THE CHALLENGE
60% of people with a mental illness are likely to avoid discussing their mental health concerns openly due to the fear of being labelled or judged. Furthermore, for these individuals, seeking support from a mental health professional is often seen to be a sign of ‘weakness’.

THE IDEA: Relabel The Conversation
Whether we are consciously aware of it or not, all of us are affected by language that dehumanises others and defines people only by their diagnosis. If we want to change the conversation, we have to change the words.

Using this as our jumping off point, we set out to create a visually arresting campaign through colour and words, aiming to support change in the way language is used to describe mental health.

Working across digital and print, we created positive language labels at every touchpoint our customers came into contact with; from site, social, email and proposed OOH - presenting billboards with easy peal sticker labels people could take off and take-away. On the reverse of each label was a QR code, directing people to a campaign page offering a simple approach to support information, and advice on how to spot the first signs.