Titled “Down the Pub” the advert, featuring Coronation Street’s Simon Gregson, aims to encourage people to rethink their attitudes to severe mental illness by focusing on a group of friends speaking about schizophrenia while in the pub.
The initiative follows the success of the charity’s month-long anti-stigma campaign in Norwich last March. A poll conducted after the campaign found twice as many people were prepared to admit they had a mental illness than before
The month-long Northern Ireland campaign will also encompass outdoor advertising, a film festival and a touring play.
Rethink’s head of marketing and communications, Nikki Mugford said: “At Rethink, people who use our services tell us that the stigma surrounding mental health is sometimes worse than the illness itself.”