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James Arthur becomes Ambassador for SANE
Added: 28th Sep 2016

Leading mental health charity SANE has announced X Factor star James Arthur as its new Ambassador. His first project will be to launch SANE’s latest campaign, which uses social media to shine a light on mental illness.

James was catapulted into the limelight after winning the X-Factor in 2012. While he has achieved phenomenal success in his career, and his latest single ‘Say You Won’t Let Go’ topping the charts, James also wants to share his own battles with mental illness. As someone who lives with anxiety and depression, he understands how important it is to encourage anyone affected by mental ill-health to seek the help they deserve.

This week James will launch #Glitch, a campaign run by SANE and developed by RBH Creative Communications Agency, in the lead-up to World Mental Health Day (October 10). The initiative encourages anyone touched by mental illness to add a filter to their profiles as an act of solidarity. The filter is designed to imitate ‘glitch art’, adding faults and interruptions to an existing picture to reflect how disorientating mental illness can feel.

James says:

“I could not be happier for the opportunity to work alongside SANE. Unfortunately, mental illness remains a taboo subject and having suffered with severe anxiety and depression myself, I desperately want to encourage people to see the immense power in speaking about whatever may be going on in their heads. I'd like to thank Marjorie for allowing me to lend a helping hand in hopefully reaching people with mental illness and helping them.”

Marjorie Wallace, Chief Executive of SANE, says:

“Depression and anxiety don’t discriminate, and James’s status as a successful artist and household name reflects this only too well. We are full of admiration for his genuine desire to talk about his own experiences of mental distress at a time when stigma remains so prevalent.

“James will be working closely with SANE to help others speak out about just how debilitating mental illness can be, and the strength and courage it takes to live in its shadow. We know that by working together on this campaign, we’ll highlight how simple acts of support can make all the difference to so many suffering alone.”

For more information, please contact the SANE media department on 0203 805 1752.

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