Black Dog Campaign

Black Dog Campaign

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

The campaign aims are:

  • Reduce stigma
  • Encourage more people to seek help
  • Engage members of the public
  • Create a new language for mental illness
  • Influence Government and business leaders to adopt the campaign
  • Demonstrate the importance of research
  • Involve young people in mental health
  • Change attitudes of future generations


The World Health Organisation predicts that by 2030 depression will be the world's most disabling condition. One in five people will experience depression at some point in their lives, and it underscores most mental illness. Surprisingly, we still do not know what causes the condition, and so treatments and therapies vary.

The Black Dog has been used as a metaphor for depression from antiquity to the present day. To bring the campaign to life we have designed visually striking Black Dog statues.  The physical presence of a Black Dog will help people to define their experience of the ‘invisible’ condition, which characterises mental illness, as well as promoting more open discussion, understanding and acceptance. In order to deliver a positive message of support, the black dogs will have a ‘collar of hope’ and wear ‘coats’ designed by celebrities, artists and members of the public.

Download the Press Release

Download the Campaign Brochure