The #glitch campaign helped destigmatise mental illness, leveraging World Mental Health Day for maximum impact. The highlight of this Twibbon, press, PR, YouTube and Instagram campaign was the Sane ambassador, James Arthur mentioning it to a live TV audience on The X Factor. #glitch had a reach of 14.6 million, with 97,358 people talking about it on Twitter at peak, helping SANE to increase its following by 3009%.
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