London-based creative agency CALLING is launching a unique out-of-home campaign for Mental Health Awareness Week in partnership with charity Self Space.
‘Open Letters’ will share the stories of hundreds of people via out-of-home assets to tackle the stigma around mental health and capture a true picture of the issue nationwide.
The campaign marks CALLING’s first work since it was set up in January by Uncommon creative director, Josh Tenser and Livity partner, Rani Patel.
Featured in the campaign are real stories from real individuals commissioned by the agency, sharing their own personal mental health journeys and state of mind.
Running throughout May, the campaign will allow people to connect with assets beyond the out-of-home boards, with various alongside letter writing workshops and accessible group therapy programmes taking place in Self Space locations.
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“Everyone deserves a safe space to express their emotions without fear of judgement. That’s why we’re launching the Open Letters project – to encourage people to speak from the heart and share their stories,” Self Space therapist and founding partner, Chance Marshall said.
“We want to create a community where people feel heard, seen, and supported. Our hope is that by sharing these letters, we can break down the stigma by challenging unhelpful stereotypes, reducing shame and ultimately help us all understand how we can better support each other”
With nine in ten people with mental health challenges in the UK currently facing stigma and discrimination, these workshops will also offer users the chance to discover and connect with relevant stories covering topics such as from grief and baby loss to love and addiction.
Tenser added: “Open Letters” stands against the stigma that still surrounds mental health. Openness is bravery. It’s the necessary catalyst for wider acceptance of all of our very diverse stories and diverse minds.
“What our participants wrote is both vulnerable and insightful. Giving us new language and nuance around mental health. Putting those very intimate expressions of a state of mind onto public billboards is a courageous and radical act.”
