Description
Scottish Government shines a light on mental health resources in nationwide marketing campaign.
The Scottish Government has partnered with Capital Scotland’s Katy Johnston and Joshua Adeyemi, founder of Black Scottish Adventurers to encourage people across Scotland to speak about their mental health.
The campaign launched with a striking, neon lit sign installed in Glasgow’s Queen Street station featuring Katy’s words: “Voice it, we’re listening”, a message designed to reach thousands of commuters and spark conversations about mental wellbeing.
Another eye-catching sign was installed at Edinburgh’s Haymarket Station with Josh’s words: “Out here, you’re enough”, intended to share a note of support that reflects the spirit of the Black Scottish Adventurers community and to spark conversations about mental wellbeing.
The campaign forms part of the Scottish Government’s nationwide Mind to Mind initiative which aims to normalise conversations about mental health, share resources and practical strategies to help people cope with life’s pressures.
Digital posters adjacent to both in-station signs featured the Scottish Government’s Mind to Mind out-of-home creative, amplifying the message further.
In addition, a third sign has been installed at Ayrshire’s Alloway tunnel, adding to the community artwork project. This comes from Ayrshire local and acclaimed rapper, ‘Bemz’ with his message “This isn’t your whole story”.
Reflecting on the campaign, Josh said: “Finding a community of like-minded individuals where I can talk about life struggles and be my authentic self has been so important on my journey towards understanding how to look after my mental wellbeing. The message says exactly what I hope people feel: Whilst being outdoors can’t fix everything, spending time amongst friendly faces, surrounded by Scotland’s awe-inspiring scenery is powerful, and I’ve seen how it helps lift people’s spirits to keep moving forward.
Josh noted that placing the sign in Edinburgh holds deep personal meaning as this is where Black Scottish Adventurers originated and where he currently lives. He hopes it inspires people to see nature as restorative and stresses that enjoying the outdoors can be as simple as listening to the birds in the park.
Katy added: “I’m absolutely delighted to see my words up in Glasgow Queen Street, a place that means so much to me as I live in Glasgow and walk through the streets on my daily commute. The message says exactly what I hope people feel: that they’ll be listened to. Feeling heard is powerful, and I hope it encourages people to speak up.”
She added that her sign’s message, “Voice it, We’re listening”, is rooted in her role as a radio host - a profession built on listening and conversation - and serves as a reminder that opening up about mental health can be the first step towards finding support and feeling less alone.
Minister for Social Care and Mental Wellbeing, Tom Arthur MSP, said: “Mind to Mind is an innovative, community-focused initiative which embodies our commitment to ensure everyone in Scotland feels seen, heard and supported. We’re pleased to have the support of Katy and Josh for this year’s campaign. Katy’s trusted voice, paired with Josh’s commitment to inclusive experiences, and the powerful personal stories on Mind to Mind’s website, we hope to inspire more people to take that first step towards opening up and asking for help.”
Scottish Government worked in collaboration with Global, the Media & Entertainment Group, and Stripe Communications to bring the campaign to life.
Research from See Me - Scotland’s national programme to end mental health stigma and discrimination, shows that more than a quarter of Scots feel it’s better to avoid talking about mental health than face an awkward conversation, while one in five are held back by fear of being judged.
Mind to Mind offers a safe and supportive way for people to explore mental wellbeing in their own time, featuring over 30 real-life films, expert advice, and clear signposting to further help. These resources, which are all free to access, cover topics such as coping with anxiety and panic, dealing with money worries and stress, and navigating loneliness and grief.
This professional campaign titled 'Voice it, we’re listening.' was published in United Kingdom in March, 2026. It was created for the brand: Scottish Government, by ad agencies: Global and Stripe Communications. This OOH Outdoor medium campaign is related to the Health and Public Interest industries and contains 5 media assets. It was submitted 25 minutes ago.
