Mental health awareness in Scotland was high, but awareness alone wasn’t translating into action. For the Scottish Government’s Mind to Mind campaign, The Republic of Media identified a deeper challenge: many people were coping by switching off, scrolling or distracting themselves rather than reflecting on how they felt.

The resulting Recognise, Relate, Respond strategy used video, OOH, trusted media partnerships, audio, social and search to reach people in those moments and make support easier to access. The campaign drove a 134% increase in website visits, achieved 65% recognition and delivered particularly strong results among harder-to-reach audiences — showing how media can move people from awareness to action.