Changing the perception of mental illness.
Bring Change 2 Mind is a non-profit foundation started by Glenn Close with one mission—to end the stigma and discrimination surrounding mental illness.
To raise funds for BC2M, we partnered with eBay Causes to auction off the formidable wardrobe of her Damages character, Patty Hewes. The auction was promoted via Facebook, Twitter (using #DressLikePatty) and through the brand's owned and partner channels.
In addition, during Mental Health Awareness Month 2013, we launched its second anti-stigma campaign called "Schizo", with a PSA and social media campaign designed to confront society's misconceptions about schizophrenia.
We tapped into our community to help fund the production costs, and rewarded them with an exclusive preview of the spot, and used behind-the-scenes videos to create awareness and anticipation.