Objectives:

• To increase awareness and understanding that mental/emotional health needs to be protected in the same way as physical health.
• To increase awareness and understanding that it is possible to influence or control mental health and wellbeing.
• To increase knowledge of ways to protect and promote mental health and wellbeing.
  
• To raise awareness of the issue of mental/emotional health so that people are more encouraged to talk about related health issues.
  
• To reduce stigma and encourage a more positive attitude towards seeking help for mental/emotional health problems, particularly feelings of distress and despair.
  
• To raise awareness of the available sources of help and support.
  

Background:
At least one in five people in Northern Ireland will experience problems that affect their mental health and suicide is on the increase, with around 150 deaths recorded each year. However, very few people are willing to talk openly about mental health.

Research used to inform the development of this campaign was carried out by the HPA and published in a research report, Public attitudes, perceptions and understanding of mental health in Northern Ireland. The findings indicate that attitudes to mental health are complex and many people are either unaware that they have a mental health problem or unwilling to disclose it.

Furthermore, the findings highlighted the need for better knowledge in relation to mental health and the stigma that still surrounds mental health problems and those who experience them. Many people's views on mental health are based on fear or embarrassment and stigma can lead to people being wrongly labelled, devalued and set apart from others. This can prevent people from seeking help and inhibit recovery.

The campaign:
The campaign incorporated two separate strands, one aimed at all adults entitled 'It's me', and one aimed at 16-24 year-old males.

The 'It's me' campaign was fronted by UTV newsreader Linda Bryans, who had experienced mental health problems, and involved television, radio and press advertising and various print materials including leaflets and a newsletter

. The young males campaign involved cinema and television advertising, as well as poster advertisements and information leaflets. The posters were displayed across Northern Ireland and specifically in pubs and clubs.

Both strands of the campaign were supported by the website www.mindingyourhead.info which went live on March 12, 2007. It has detailed sections for young people, adults, older people and professionals and acts as a central source of information and advice on mental health issues.

Evaluation:
The evaluation of this campaign produced positive results. The public's awareness of and response to the campaign was very good, and comparison of those who were exposed to it versus those who were not, in terms of some attitudes to mental health, has shown that the campaign's messages had some impact.

The broad message of the campaign still needs reiterated. The evaluation results showed that while the campaign materials were effective, they had a greater impact on certain sections of society - women, older people (but not the oldest age group), the ABC1 social classes, and those who have experience of mental health problems.

As such, this phase of the campaign needs to continue, targeting those less likely to have been exposed first time around - men, young people, those in the C2DE social classes.

Read the full evaluation results here