See Me: Scotland Case Study

Abstract

Scotland’s mental health anti-stigma campaign was launched in 2002. One of the first of its kind around the world, the campaign focused on using social marketing techniques to shift negative public attitudes to mental health problems. The approach taken by See Me included national publicity campaigns including paid for advertising and general media work aimed at the whole population, targeted publicity campaigns aimed at groups such as children and young people or workplaces, specific focus on the media and journalists to change the way metal health issues were covered and increase awareness of the effects of stigma and discrimination and support for local awareness-raising activity through the provision of materials and small grants to fund local action.