SANE creates space for mental health via oOh!media
A unique partnership between SANE, design consultancy Folk and OOH company oOh!media brings complex mental health behind closed doors into the most public spaces.
Although public understanding of mental health has improved, there is still significant stigma and discrimination associated with mental illness.
This is particularly common in people with complex mental illnesses such as schizophrenia, bipolar disorder, trauma, obsessive-compulsive disorder, and personality disorder, where harmful stereotypes can impact health outcomes, social justice, and overall quality of life for both individuals and their families.
Rachel Green, CEO of SANE, said: “Removing injustice and exclusion for people with complex mental health is an important part of our mission at SANE, but to drive positive change we needed to break the prevailing narrative.
“Our community told us they were tired of living in the shadows, they wanted their lives to be celebrated and not just seen through the lens of a mental illness.
“The first step for us was to distill a complicated situation into a simple concept – which the talented people at Folk have done with our new and unabashedly confident brand ‘We are people like you’.
“Next we needed to get it in front of as many people as possible, and that’s where our friends at oOh!media (oOh!) helped us by generously helping us get our new brand out there.”
Graham Barton, Creative Director at Folk, said: “We created the brand idea of ’groundbreaking complexity’, which deliberately goes against the ‘calming’ stance most mental health brands take.
“SANE’s new identity is designed to create space for difference – letters and shapes grow and shrink, and colors are uncompromising, creating a strong coherent presence and a fearless voice for change.
“For the out-of-home creative, we wanted to focus on SANE’s 30 years of experience and show the complex mental health community that ‘we get’ what they experience.”
Tonya Greer, oh! Community Manager said: “We know how important it is to get life-saving information to the right places. We’re excited to help SANE create awareness of their new brand, start conversations and provide people with information on where to get support and support through our advertising network in suburban malls, universities and TAFE campuses.”
The SANE campaign is currently running across Australia’s oOh retail and study network in the run-up to Mental Health Awareness Month in October.
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