WCRS develops mental health cinema spot

WCRS and Godman have developed a thought-provoking, two-minute cinema commercial for the Royal College of Psychiatrists.

WCRS and Godman have developed a thought-provoking, two-minute cinema commercial for the Royal College of Psychiatrists.

The ad aims to address the public's misconception about mental health, pointing out that mental problems can affect everybody. It targets younger people, who are often most at risk of severe mental illness and suicide.

The commercial, with music by Michael Nyman, begins with a young man taunting people with various mental conditions. He condemns one as a 'coke head', tells a young woman tightening a corset to 'eat something', calls a young man a 'miserable git' and then tells an old lady that she is a 'crazy old bitch'.

His prejudice echoes the public's negative attitude toward mental illness.

He goes on, however, to point out that one in four people suffer from poor mental health and that anyone - such as his mother or his brother - could be one of them.

The commercial, which is set in an old book depository, closes with the line: '1 in 4. Stop. Think. Understand.'

It was co-written by WCRS' executive creative director, Leon Jaume, and the Godman director Selby, who also directed the film.

The film will be released on World Mental Health Day, 10 October. It will be shown nationwide in Warner Village cinemas from 27 October.

Professor John Cox, the president of the Royal College of Psychiatrists, said: 'For many years now, those of us working in mental health have had on their wish-list an advertising film challenging the discrimination against people with mental illness. '1 in 4' has now achieved this.'