Rethink prepares anti-stigma pilot

Mental illness charity Rethink is running a pilot anti-stigma campaign ahead of a national roll-out.

Rethink anti-discrimination manager David McDade said the aim was to demonstrate how a campaign could be run across England, Wales and Northern Ireland.

The charity has been studying the success of the decade-old Like Minds campaign in New Zealand, and the more recent See Me
initiatives in Scotland.

'We can't run a nationwide campaign on our own, but we can show how it could be done on a regional scale,' said McDade. 'That will give us a persuasive case for a partnership with the Government and other charities.'

The first pilot will run in Norwich until the end of March. McDade said the town had been chosen because of its excellent local print and broadcast media.

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