05/05/2014 01:55 EDT | Updated 07/05/2014 05:59 EDT

Newfoundland and Labrador campaign aims to raise awareness about mental illness

ST. JOHN'S, N.L. - The Newfoundland and Labrador government has launched a social marketing campaign aimed at changing the way people think about mental illness.

The three-year, $900,000 campaign is called Understanding Changes Everything.

Health Minister Paul Davis says the campaign features people who lead fulfilling lives despite living with a mental illness or addiction.

Davis says the campaign will raise awareness about the fact that one in five people will experience a mental illness or addiction in any given year.

The campaign will feature TV commercials, online and movie advertising, as well as promotion through social media.