ABOUT

The brief: get more people to contact Sutton & Merton’s local IAPT treatment centre.

The idea: reduce the stigma of mental health disorders, to make contact easier.

In addition to local OOH executions, a #MyCelebrityMind social concept was suggested:
questionnaires let users match their mental health profiles with those of celebrities.
They can then compare their profile with other users.
(Questionnaire responses for deceased celebs are estimated by a panel of historians and psychiatrists. Living celebs volunteer theirs.)

Agency: Elevenfifteen.