The charity Rethink Mental Illness provides quality information and support for people with severe mental illness and their carers.  And yet only 1% of the population was aware of the charity.

People with mental illness really value the honesty, frankness and detail of support provided by the charity. As one of the charity’s supporters said: ‘They tell you straight what might be going on - and what your options are. It’s really refreshing, practical and honest.’

A high impact integrated online and offline campaign featuring an arresting image of a real brain with a plaster on it. The strap line ‘If only’ sparked a debate about the level and nature of support needed for people with severe mental illness and their carers. An online 'brain video player' featured the voices of different people, from all walks of life, who have experienced mental illness.

Prompted awareness of the charity rose significantly. And there was an unprecedented increase in web traffic and calls to the charity’s information line.