• by Steve McClellan  @mp_mcclellan, October 10, 2014

A year ago, WPP’s JWT and the National Alliance on Mental Illness of New York City launched #IWILLLISTEN, a movement designed to turn social networks into support networks in order to break down the stigma around mental illness. 

Today, which is World Mental Health Day, the agency is launching the next phase of the effort -- an original album with songs featuring New York-based bands and artists, and a free concert open to the public at New York's famed Mercury Lounge on October 20th. The agency is preparing a “surprise stunt” at the concert designed to drive social media activity to support the cause.

Partnering with New York-based bands and artists including Controller, Sweet Lorraine, Boola featuring Jeni Fujita, Jenna Kyle and Romans Are Alive, the album is comprised of songs penned by each artist for #IWILLLISTEN about their experiences with mental illness. The songs were recorded in the Avatar Studios in New York City with support from KBV Records on production and distribution.

“Music is an extraordinary element to add to #IWILLLISTEN and an apt metaphor for the campaign,” said Wendy Brennan, Executive Director of NAMI-NYC Metro. “When we listen to music, it can transform us, connect us and inspire us. The aim of the #IWILLLISTEN campaign is to inspire individuals to make the pledge to listen, without judgment, and to connect to those impacted by mental illness.”

Mental illness is the most stigmatized condition in our country, per  JWT. According to a recent survey by the agency, mental illness ranks above alcoholism, sexual orientation and obesity when it comes to stigmatization. Only 13% of Americans feel it is okay to tell their coworkers about their mental health concerns and just 43% feel comfortable discussing the topic with their closest friends.

Those who download the album can also make the pledge to listen and make a donation to NAMI-NYC Metro. A digital booklet, which includes photography by the rock photographer Danny Clinch, is included in the download and gives a behind-the-scenes look at the making of the album and backstory behind each song, as well as lyrics. The album will also be available for purchase and free streaming (with proceeds going to NAMI-NYC Metro) on digital music stores like iTunes, Amazon Music, Google Play, Spotify, Xbox Music, Rhapsody, iHeartRadio and more.  

The campaign also includes 30- and 10-second PSAs that will be distributed across CBS affiliate radio stations. 

Howard Lenn, Group Creative Director at JWT New York, said: “The songs on this album really take the #IWILLLISTEN cause to a new emotional level, helping people understand the impact of living with a mental illness and inspiring them to listen to their friends and family.”