DIARY: Co-op urges some pill popping to combat mental illness stigma

This week Diary applauds the delivery of some pills called Stigma.

This week Diary applauds the delivery of some pills called


The package is the first of a two-part direct mail campaign by the

Co-operative Bank, sent to 1,500 opinion formers in media and marketing,

politicians and mass employees.

The ’instructions’ leaflet asks readers to think about how they feel

about mental illness. It urges them to try to change their perception

and the prejudices they might peddle to create stigmas, unintentionally

or deliberately.

’Next week the recipients will receive a repeat prescription on a

postcard, asking them if their stigma toward mental illness has changed,

and ultimately, if they can help change society’s,’ said Jack Middleton,

customer communications manager at the bank.

He added: ’Customers vote twice a year for a worthy cause the bank

should back. Stigma has been a hit.’

The package was created by design degree student Anne McCormack, from

Edinburgh. A panel of judges from the bank, and the Royal College of

Psychiatrists awarded her the top prize of pounds 1,000 - and its use in

the national campaign.

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