Rethink campaign uses movie angle

Mental health charity Rethink has announced details of its biggest awareness-raising push since changing its name from the National Schizophrenia Fellowship last year.

Called Rethink Week, the campaign has cost the charity around £150,000, and runs from 20 to 30 June.

In terms of media relations, the charity will attempt to raise awareness of mental health issues through easily identifiable characters in films.

An online poll for the best depiction of mental health in a movie is to take place, (www.rethink.org/film).

The charity has also linked up with Mental Health Media and the Documentary Film-makers Group to stage the Reel Madness film festival, at the Institute of Contemporary Arts in London, between 19 and 22 June.

This will feature the UK premiere of director Charles Kiselyak’s documentary on the making of multi-oscar winning film One Flew Over the Cuckoo’s Nest, called Completely Cuckoo.

Other events for the week include the release of results, on 22 June, of what Rethink claims is the biggest survey yet of mental health service users. The study of more than 3,000 users is expected to question the Government’s assertion that patients are being put first.

The charity is also targeting black communities, through advertising on black London radio station Choice FM.

PR efforts are being led by director of public affairs Paul Farmer and head of policy and campaigns Paul Corry.

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