Dare Launches New Anti-Stigma Campaign

Time to Change - England’s leading national anti-stigma programme run by Mind and Rethink Mental Illness, has launched a new pilot campaign featuring a film, The Stand Up Kid, aimed at stamping out stigma faced by young people with mental health problems in the West Midlands. The campaign is funded by the Department of Health and Comic Relief.

 

The Stand Up Kid was developed by Dare on a brief to target 14 to 18 year olds in the pilot location West Midlands.  

 

The 3 minute film is designed to challenge young people’s attitudes and behaviour around mental health problems, particularly those who have no understanding of mental health problems.  It forms part of a wider pilot project that was launched in June to encourage young people in the West Midlands to tackle the taboo around mental health.

 

View the film below:

 

 

Set in a school, the film focuses on a student who has been absent for some time suffering from mental illness. As he walks to his seat, he is mocked by the teacher and fellow class mates for bunking off school. Upon reaching his desk the teacher resumes class but is interrupted as the stand up kid steps onto his chair and expresses a heart wrenching monologue about how he has been feeling. As the film draws to a close, he takes his seat in the class and as another pupil rises to their chair, empowered to do the same. 

 

The film breaks on 17th September and will be aired across the following digital channels: Tribal Fusion, Goviral, YouTube and ads on Facebook.  It is also supported by a poster campaign that will be distributed in information packs to schools. 

 

Sue Baker, Director of Time to Change, said: “We know that attitudes around mental health are formed at an early age and it’s so important that we reach young people before their views become entrenched. 

 

This is particularly crucial because around half of mental health problems start as a teenager.  It's hard enough for them going through mental health issues without being rejected by friends and classmates.  We hope Stand Up Kid will inspire young people in the West Midlands, particularly those who have no understanding of mental health problems, to change their attitudes towards others who are affected.”

 

Toby Horry, Managing Director at Dare says “"Mental Health issues are a difficult thing to deal with at any point in life but as a teenager the pressures and lack of understanding can be particularly acute.  We hope that this film helps teenagers have greater empathy towards their friends and classmates who might be experiencing mental health issues."