1 in 4 Canadians suffer from a mental illness yet it remains a subject that people are afraid of. So we invented the word ‘pshychosiphobia’. We defined it on Wikipedia. We spread the word online, through social and in traditional media. And then we stencilled it on the road separating Vancouver’s wealthy financial district and the East Side where thousands of people have been rendered homeless due in large part to some sort of mental illness. The campaign raised significant awareness for Coast Mental Health, an organization dedicated to assimilating the mentally ill into mainstream society.
