Inhouse initiative was created to
spread knowledge and awareness
of mental health issues.


FwB created SEE.ME. A standalone brand and initiative with the aim of breaking the stigma around mental health and creating a healthier culture around how we handle the subject. SEE.ME. inspires people to see themselves instead of looking at others lifes and ideals in i.e. Social media.

SEE.ME is an agile concept, designed to be fitted into many different contexts and forms. However never compromising the mission of talking about and working against, mental illness.

Our first initiative was launched in collaboration with online psychologist provider Braive Minds, fashion brand Gina Tricot and eyewear brand Chimi Eyewear.
A free, online psychologist treatment program funded by an eyewear collection sold in all Gina Tricot stores.

The launch campaign also included personal intimate stories told by 8 key opinion leaders in Scandinavia. All talking openly about their own struggles with mental illness.