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To fight the unsavory stigma associated with mental illness, Grey Worldwide Northwest crafted a campaign in support of Coast Mental Health, a Vancouver-based non-profit organization dedicated to helping people recovering from mental illness reintegrate into society. The effort turns the tables on so-called "normal" folks who shy away the mentally ill by diagnosing them with Psychosiphobia, an irrational fear of people with mental illnesses that prevents them from lending a helping hand. The campaign's website treats Psychosiphobia like an actual disease, with interactive elements designed to educate visitors about the symptoms—as well as the cures.