Northern Ireland anti-stigma campaign

Stigma damages people’s lives. It has very real human, social and economic costs. Stigma can prevent people seeking help when they need it. It can delay treatment and it can affect recovery. Stigma stops people with ability getting the jobs they are qualified to do and it can bar mental health service users from playing an active role in their community.

In March 2006 Rethink piloted an anti-stigma campaign in Norwich, England. This led to positive and measurable changes in public awareness of mental health problems and attitudes towards people living with mental illness. Rethink mounted a larger anti-stigma and mental health awareness campaign across Northern Ireland. 

During January 15th – February 12th 2007 the campaign featured TV, outdoor and bus advertising combined with extensive PR, lots of local activities and events. An important feature of the campaign was the involvement of mental health service users and carers. A number of service users trained as media volunteers and shared their stories and experiences through the media. 

Novel features of the campaign included the film festival Movies in Mind at the Queen’s Film Theatre, Belfast and a touring play Revolving Door performed by the HeARTH theatre company. There was also schools’ performances of films and the drama. Together with the BBC and the QFT Rethink is launched a young film makers competition on the theme of emotional well being.

It’s time to rethink mental illness.