The Department of Health (DoH) is seeking an agency for a groundbreaking campaign to challenge the stigma attached to mental health problems.
The DoH is looking to draw up a shortlist in the next week and expects to hold pitches towards the end of June.
The £1m campaign will tie-in with World Mental Health Day on October 10.
It is believed to be the first time a national ad campaign has been used to address negative stereotypes about mental illness.
The media mix has yet to be decided, although it could include a limited TV campaign.
A DoH spokesman says: “The campaign is about challenging the stigma attached to mental illness and mental health problems.
“One of the Government’s top four health priorities is to reduce the number of suicides caused by mental illness, and this is part of that initiative.”
The appointed agency will be expected to liaise with mental health charities and voluntary organisations – and possibly develop sponsorship and public relations strategies.
Previous marketing campaigns have been regional, such as the Campaign Against Living Miserably (CALM), which was aimed at depressed young men in Manchester.
Mental health charity MIND has also attempted to reverse the negative image of people with mental problems. Other campaigns have focused on specific mental problems or conditions.