Then it’s a bad campaign.
When it comes to issues like that, a) clarity is important and b) mindless platitudes are not helpful.
Without anything to immediately connect it to the campaign, people are not going to make that leap. And there are so many sticker campaigns in your average city – most of them for conspiracy theory type nonsense that are horrible for one’s mental health – that few people are going to look it up.
And frankly, if I was having a Bad Day (to give you context, a good day is one where I can occasionally forget I have a mental illness, lest anyone think that I am minimising here) some random person telling me to “Be the Light” is going to do the opposite of help. Same with them trying to “be [my] light.”
Mystery campaigns rarely work for anything. A mystery campaign of weird, woo-like messages is terrible for getting the word out about mental health. Making mental illness a woo-like mystery is how people stay fucked up, not how they get help.
