20|20 Creative Group
SLOtheSTIGMA Mental Health Awareness Campaign / People’s Choice Nominee

20|20 developed the “SLOtheSTIGMA” campaign to reduce stigma surrounding people living with mental illness and educate the public about available resources in San Luis Obispo County. 20|20 produced a documentary to support the campaign that highlights four individuals in SLO county living with mental illness and their journey from isolation to recovery.

The website features the documentary in short chapter segments along with a list of mental health resources available in the county. The website also features a survey at the end to measure the effectiveness of the campaign.

Watch the documentary on SLOtheStigma.org

SLOtheSTIGMA website and videos

Outreach materials were all geared toward driving traffic to the website and documentary. Billboards, print ads, radio spots and other branded materials were all intentionally vague to pique the viewers’ curiosity about the secretive campaign. Thematically this mirrors the painstaking efforts some individuals go through to hide their mental illness from those around them.

SLO the Stigma billboards

Guerilla outreach efforts incited spikes in web traffic and survey response. Volunteers marched through Farmer’s Markets, parades and other public events wearing SLOtheSTIGMA shirts, passing out promo cards and carrying signs to drive viewers to the website to learn the story behind the campaign.

SLO the Stigma guerilla marketing

To launch the campaign, 20|20 invited the press, county, city and legislative officials, and the public to view a screening of the documentary and meet the cast and crew behind the campaign. The whole event was broadcast live on SLO-SPAN and was widely attended.

20|20 Creative Group + SLOtheSTIGMA.

Creative Director / Alec Ramsey
Designer / Matt MacPherson
Director of Photography / Barry Goyette
Editor / Todd Peterson
Original Musical Score / Darren Clarke