The people most in need of support are often the least likely to ask for help. So, we turned the idea around. Instead of waiting for people to contact Hjälplinjen (The Helpline), Sweden’s national mental health support service, we let Hjälplinjen reach out to them. Through personal ads in local newspapers across the country, we met people where they were.

 

The campaign increased awareness of Hjälplinjen, brought mental health into the public conversation, and helped give the issue national attention through Sweden’s Minister for Social Affairs, Jakob Forssmed.

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The initiative was awarded a silver in Resumé Campaign of the month.