The #NotAshamed campaign was launched on 10 October 2018 (World Mental Health Day) and highlighted the many aspects of mental illness through first-person narratives.

The campaign featured across digital, print, outdoor, radio and television, and encouraged real-life survivors to speak openly about their mental health and not hesitate to ask for help.


  • Encouraged more than 50 survivors to come out and share their stories
  • Received approximately 80 million impressions on Facebook, YouTube and Twitter

Campaign Images

Campaign Videos

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