Starting a conversation about mental health. 

How See Me and LEWIS brought colour and positivity to a brand that would change public perceptions of mental health. Forever.

See Me Scotland

SERVICES DELIVERED:

Brand strategy, integrated campaign strategy, brand development, radio advertising, brand promotional materials, email marketing, banner advertising, user interface design, front-end development, Umbraco CMS implementation and website maintenance.

Background.

9 out of 10 people who experience mental health problems have faced stigma and discrimination in all aspects of their life. It’s unacceptable in this day and age, especially when you consider that most other health problems are tackled compassionately.

Often, it is portrayed in a dark way and the language used is inaccurate or unhelpful, which only feeds the negative stereotypes and stigma attached to mental health.

We set out on a mission with See Me to develop a strategy and brand relaunch that would have a positive impact on behaviour and attitudes towards mental health.

“We wanted to work with an agency which was as passionate as us about ending mental health stigma and discrimination and the team at LEWIS certainly delivered their promise. Our working partnership has been built on trust and being able to challenge each other to push the boundaries. They have gone the extra mile while being responsive, reliable and creative in everything that has been developed.”

National Programme Manager
See Me

Creating a movement for change.

The priority for the future of See Me was to create an inspirational movement to end mental health discrimination across Scotland. The goal? To ensure that people who experience mental health problems can live fulfilled lives by taking control, getting support when they need it and live and work in communities that treat them fairly, with dignity and respect. We recognised that every interaction with the brand should build a relationship and inspire each member of our audience to ‘join the movement’ for change. After all, concerted citizen action is what See Me is all about.

This strategic direction brought tenacity, resolve and pace to the project. A heightened sense of vibrancy and determination was essential to properly translate the identity of a brand with such huge ambitions.

A brand that speaks across all channels.

The brand is now being used to not only creatively maintain consistency but to deliver strength in the tone of voice, consistent communications and messaging to inspire individuals, groups and organisations into action. The website had to speak to the masses but feel tailored to each user’s perspective at the same time. Following user research and UX planning we established that the most informative way to display content was according to user needs.

The website integrates with SalesForce CRM and Dotmailer to allow for personalised, targeted communications to be created, based on each user’s settings.

Campaigns for change.

Since the launch of the brand in 2014 See Me and LEWIS have worked together to create multi-channel campaigns which spark interest and create a conversation naturally. As a social brand, naturally social media channels led the way and we used video to create multiple powerful stories that were quick and easy to digest.

The brand and associated campaigns have sparked thought-provoking conversations and, by encouraging these conversations to continue throughout communities and organisations, we’ve created a natural and growing movement for change.

“The new See Me brand is a better reflection of our vision, mission and values as it is more professional and legitimate. It’s a stronger identity that better communicates See Me as an established authority in the world of mental health awareness. The website revamp has further reinforced that new identity by becoming a valuable information portal for a variety of end-users.”

Volunteer
See Me

The result.

Although colourful and cheerful, the brand has a serious purpose. The movement that it represents is growing person by person, in homes, in streets, in hospital wards and in schools and colleges conversations started by the new brand are changing how people with mental health problems are perceived and treated.

End mental health stigma and discrimination.