A new campaign and video called Let’s Talk about GAD, which uses Augmented Reflection to raise awareness of generalised anxiety disorder (GAD) has been launched by Pfizer in partnership with Anxiety UK. GAD is one of the most common mental health problems affecting one in 20 adults in Britain and is one of the most common conditions seen by GPs in the UK. Based on insights from people with GAD, the short video conveys the reality of living with excessive anxiety and worry that is difficult to control leading to symptoms like restlessness, fatigue, irritability, muscle tension and sleep disturbance. Te video was developed by Anxiety UK. GAD is currently under recognised in the UK due to several reasons—patients do not tell their GP about their anxiety symptoms; patients’ ability to describe their symptoms: and only 13% of people with GAD present with anxiety as the primary complaint whereas 35% present with pain and 32% with sleep disturbance.