Black Dog Campaign

Black Dog Campaign


The Black Dog Campaign aims to reduce the stigma surrounding mental illness and encourages people to seek help early, rather than suffering in silence.

The campaign aims are to:

  • Reduce stigma, prejudice and exclusion.
  • Encourage more people to seek help.
  • Educate members of the public - #StopStigma.
  • Take mental health into schools, colleges and the workplace.
  • Change perceptions of mental illness.
  • Demonstrate the importance of research.
  • Involve young people in mental health.
  • Change attitudes of future generations.

Black Dog Statues

The Black Dog has been used from classical mythology through medieval folklore to modern times as a universal metaphor for depression: Sir Winston Churchill famously used it to describe his darker moods. It forms the basis for SANE’s campaign to raise awareness of depression and other mental illnesses, and encourage people to seek help.

Imposing sculptures of Black Dogs wearing coats designed by artists, celebrities or others and standing on a plinth featuring SANEline and other sources of help have been placed in business foyers, public parks and shopping centres in towns and cities throughout the UK, and have become particularly popular touring schools and universities, encouraging people to find a more accessible language in which to express their inner feelings of anxiety, loneliness or despair.