In August 2013 the Scottish Government together with Comic Relief committed to invest £4.5 million in a three year anti-stigma and discrimination national programme. Building on the legacy of the See Me campaign, SAMH (Scottish Association for Mental Health) and Mental Health Foundation (MHF) will deliver an innovative programme of awareness raising and local and national activities that challenge the discrimination associated with mental ill-health.

The activities of the programme will reflect a shift of emphasis from changing attitudes and improving knowledge at society level to changing behaviour across all levels particularly within communities.

Key features and activities of the refounded national programme will include:

  • National Campaigns – re-focused and progressive national and social marketing campaigns which will focus on outcomes and messages e.g. recovery and behaviour change and have a targeted approach 
  • Involvement of People with Lived Experience- will be central to all the activities of the programme, including: advisory role; programme delivery & co-production. People who experience mental health related stigma and discrimination will feel empowered through effecting positive change
  • Community Engagement & Development – Using a community development approach to establish Change Networks, enabling targeted delivery both geographically and thematically
  • Innovation Labs/Grants Programme - Innovation labs bringing stakeholders together around a particular theme or geographic area, encouraging innovative thinking to develop proposals for grant funding
  • Evaluation & Evidence - The Programme will develop an evaluation framework that will be iterative, encourage evidence informed practice and focus on outcomes rather than outputs, which will enable continuous programme development and learning and place it at the forefront of generating new evidence and good practice.
  • Partnership Working - A commitment to strategic partnership locally, nationally and internationally with other agencies across the mental health spectrum and beyond, both in an advisory and delivery capacity, ensuring a collaborative approach in all aspects of the national programme
  • Equality and Human Rights Framework - Developed in the first 6 months through a collaborative approach which will underpin the programme in its entirety 
  • Policy, Education and Training - targeted at where discrimination takes place and where action will have the greatest impact including:

-      Employer engagement, with free training and support

-      National engagement strategy - to build capacity within teams and the joint creation of initiatives

-      Build on existing materials targeted at education/young people

The See Me campaign has achieved a huge amount of success during its 10 year history. The transition from the campaign to the National Programme took place on Monday 4th November.

A formal launch with further details of plans and activities will be arranged early in the new year. 


Billy Watson

Chief Executive


Isabella Goldie

Head of Scotland

Mental Health Foundation

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