Scotland’s Government-funded ‘See Me‘ initiative is raising its profile through the country by launching an ambient media campaign with Out of Home International.
Branded beer mats will target the public within their own social environment, raising awareness for See Me across 100 pubs for a total of four weeks from the 3rd June.
The beer mats are fronted by the consoling message ‘see me, I’m here to listen’, with the reassuring tone encouraging drinkers to continue reading. The reverse side explains the See Me aim of ending ‘the stigma and discrimination of mental ill-health’, including social media call-to-action and the campaign web address.
Comprised of five mental health organisations, See Me has been working to alter the public’s perception of mental ill-health since 2002, aiming to reduce misguided ideas like mental health problems should be concealed or sufferers are dangerous and unapproachable. 28% of us will experience a mental health issue at some point in our life, and so See Me are looking to eliminate connotations of shame surrounding the subject.
The diverse advertising platform of a beer mat allows See Me to rest alongside the regular public body, targeting everyday people in their social zone. Working with Table Talk Media, Out of Home International are able to fulfil the objectives set by See Me, using beer mats to bridge the gap between a delicate subject and the general public.