Following a pitch amongst all 9 agencies on the digital roster, The Scottish Government has appointed The Gate Worldwide to develop a digital strategy on mental wellbeing for Scotland as part of a wider integrated Mental Health Improvement Campaign.
Around 300,000 people a year in Scotland consult a doctor about ‘stress and depression’. Research suggests doctors spend around 30% of their time on mental health problems.
Equally, many of the coping strategies people use to help them feel better – alcohol, smoking, calorific foods, inactive ‘escapist’ leisure – tend to make things worse.
The new Government campaign will offer people in Scotland simple, effective tools and tips to help them deal with the stresses of everyday life. The Gate’s digital strategy will be designed to deliver interactive ‘coping strategies’ and Web 2.0 engagement and will sit along side a multi channel campaign that will launch in the Autumn.
Having created and handled Scotland’s ground-breaking campaign to ‘stop the stigma’ of mental ill-health for over six years, The Gate has internationally recognised expertise and award-winning creativity in social marketing for major health issues.
Pete Martin is Creative Director of The Gate. An award winning ad man, writer and film director, he is also a man of taste – his favourite brand is Tunnock’s Caramel Log.
