Are these human brains?
No, these are calf brains, not human brains. Precautions were taken to use as few as possible during filming.
The bloody brains are shocking and disgusting. Don't they make it difficult to understand the message?
To capture the attention of Web surfers, we needed an image that was as realistic as possible.
The feelings of disgust aroused by seeing a real brain lead us to question our own feelings about mental illness. We are sometimes repelled by the sight of people who are sick or different. In this video, a message of hope and acceptance is gradually communicated behind the somewhat disturbing image of the brain.
The goal of the video is to send a strong message and to attract people to the Douglas Web site, a respected source of accurate information about mental illness, verified by experts.
Doesn't the video reduce mental illness to a mere organ, the brain, ignoring the social and environmental aspects?
While the brain is at the centre of the images, it’s the brain of a flesh and blood person going about their everyday life. Accompanied by their brain, the person participates in a variety of activities –going for a walk, shopping, meeting people, sharing a meal, playing a game, enjoying a romantic dinner, and going dancing.
Doesn’t the video make light of mental illness?
The goal of the video is to catch people’s interest so they visit the Douglas Web site, a respected source of accurate information about mental illness, verified by experts. If the message stimulates debate about mental illness, so much the better!
Mental illness is still a taboo subject in our society, and many people hesitate to ask questions or seek help. It’s high time we began talking about mental illness and taking it into the public forum. Mental illness affects one out of every five Canadians, yet it is still an unpopular and underfunded cause.
Isn't mental illness psychological rather than about the brain?
Using the brain – a palpable organ – allows us to clearly illustrate an abstract concept. We show that it’s important to take care of our brain, just as we take care of our bones and hearts.
Moreover, neuroscientific research shows that mental illness also results from biochemical disturbances in the brain.
Why did you use such shocking images?
To pique people’s interest so that they will watch and share the video, we needed to use strong images. We want to communicate a sense of urgency about the seriousness of the situation. It’s time to act – especially since we must make up for lost time.
We must hit hard to get people thinking and talking about mental illness quickly. Paradoxically, the video aims to encourage people to drop their defenses by showing a soft, gentle side to mental illness. The goal is to encourage people to become open to something that might at first frighten them or leave them feeling indifferent.
By placing the brains in boxes, you are placing people with mental illness in boxes.
This video shows quite the opposite, in fact. The brain is taken out of its box and placed in a variety of everyday situations. This brain – this person – represents each one of us with our individual pasts, personalities, and interests, going about our daily lives.
