NATIONAL ALLIANCE ON MENTAL ILLNESS
The #IWillListen social campaign is a grass-roots movement to reduce the stigma of mental illness and help those who need support get counseling. Most anti-stigma campaigns try to empower victims to stand up and fight for acceptance. But the stigma of mental illness still carries a profound taboo, so people hide it away. We turned the biggest social network, Facebook, into the largest support network. We asked people to post a promise to listen, so their friends who need help know where to turn without fear of judgement. The campaign trended at #4 nationally on Twitter, was featured in the media from NBC News to Scientific American, and was supported at rallies held by more than a dozen university student organizations as well as the cities of New York and Philadelphia. Most importantly, the campaign helped people living with mental health issues: participation in NAMI’s free peer-to-peer counseling services increased by 400%.
Awards: Clio Gold; Clio Silver; Mobile Marketing Association Smarties Silver; Mobile Marketing Association Smarties Bronze; Effie Silver, Disease Awareness and Education; Effie Bronze, Healthcare Services; Effie Shortlist, Good Works Non-Profit; WPP WPPED Cream Award
#IWillListen Social Campaign Case Video.
Songs to Break the Stigma of Mental Illness Case Video.
"Shadow River" music video for #IWillListen, by Boola and featuring Jenni Fujita.
Click the image above to read the Scientific American article about #IWillListen.