The “SLOtheSTIGMA” campaign was developed to reduce stigma surrounding people living with mental illness and educate the public about available resources in San Luis Obispo County. 20|20 produced a documentary to support the campaign that highlights four individuals in SLO County living with mental illness and their journey from isolation to recovery. Advertising was intentionally vague to pique viewers’ curiosity about the secretive campaign and drive traffic to the website, SLOtheSTIGMA.org.
20|20 in cooperation with Transitions-Mental Health Association invited the press, county, city and legislative officials, and the public to view a screening of the documentary and meet the cast and crew behind the campaign. The whole event was broadcast live on SLO-SPAN and was widely attended.