The winning agency will be briefed to create a through-the-line campaign, to include TV, print, press and digital, that will promote Moving People's aim of challenging discrimination against people with mental illnesses.
The consortium includes the charities Mind, Rethink, Mental Health Media and the Institute of Psychiatry, King's College London.
Last month, the group was awarded £16 million from the Big Lottery Fund and a further £2 million from Comic Relief. Alongside the ad campaign, Moving People's four-year programme, the biggest voluntary sector-led initiative, will include a host of events and projects.
These will include mass- participation events themed around the build-up to the 2012 Olympics, as well as a local programme of workshops allowing people with mental health problems to challenge the discrimination they face daily.