This joint Anti-Stigma initiative was undertaken on behalf of two leading mental health NHS Trusts which together cover whole of the North East region. We worked with user and carer groups to generate real ownership, using their personal experiences to recall the derogatory names used to stigmatise them. The campaign uses a glossy fashion format juxtaposed against these words, emphasising both the inappropriateness of giving an individual, family or group a label of this kind, and also how mental health issues can affect everyone. It was recently awarded runner-up in the ‘Best campaign’ category at the National Communications Conference Awards.