Mental Health System Transformation

1
Mental Health System Transformation
2
Addressing Stigma Discrimination as Central
for Recovery

• In this transformed system, stigma and
  discrimination against people with mental
  illnesses will not have an impact on securing
  health care, productive employment, or safe
  housing.
• Our society will not tolerate employment
  discrimination against people with serious mental
  illnesses in either the public or private
  sector.

3
Prevalence of Mental and Other Illnesses
Estimated number of millions of Americans
affected1
9.8
13.4
44
23
Sources Cancer, National Cancer Institute (2001
data) diabetes and heart disease, National Cente
r for Health Statistics (2002 data) mental
illnesses, Substance Abuse and Mental Health
Services Administration (any given year).
4

• An estimated 22 percent of Americans ages 18 and
  older have a diagnosable mental health problem
  

But. . . The majority of those with a diagnos
able mental health problem do not receive help
5

• Stigma a cluster of negative attitudes and
  beliefs that motivate the general public to fear,
  reject, avoid, and discriminate against people
  with mental illnesses.

Source Achieving the Promise
Transforming Mental Health Care in America
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Reducing Stigma

• Public Education Campaigns
• Reward / Protest
• Contact Approach

7
SAMHSAsCampaign for Mental Health Recovery

• National, multi-year, public service campaign to
  promote social inclusion and support
  
• Goals
• Improve the general understanding of mental
  illnesses
  
• Promote recovery
• Encourage friends to connect and support, broaden
  acceptance
  

8
What a Difference a Friend Makes

• Target
• 18-25 year old friends of people living with a
  mental illness.
  
• Key Message
• Be the first step in a friends recovery by
  supporting them if they have a mental illness.
  
• Call to Action
• Be there for your friend if they have a mental
  illness.
  
• Visit www.whatadifference.org for more
  information.
  

9
Who do Americans turn to first for help with
mental health problems?

• Family Friends 50.9
• General Medical Doctor 16.9
• Therapist/Counselor 10.4
• Minister, Priest, Rabbi 9.0

• Psychiatrist 7.6
• Mental Hospital 6.5
• Non-Prescription Medicine 2.8
• Prescription Medicines 0.2

10
Campaign Elements

• TV
• Three executions in various lengths.
• Spanish version.
• Radio
• Three executions in various lengths.
• Spanish version.
• Print
• Creative executions in various sizes.
• Outdoor
• 30-sheet, 8-sheet, Bus Shelters

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Campaign Elements
Website Brochure Site Kit SAMHSA/CDC Re
port CMHR Fact Sheet Developing a Stigma Red
uction Initiative

12
Campaign Print Ads
13
www.whatadifference.org
14
Campaign Brochure
15
SAMHSA/CDC Report
16
Grassroots Network

• State Coordinators
• State Partners
• Campaign Liaisons
• 12 State Awards
• Webcasts
• Conference Calls

17
Localization

• TV and radio spots tagged by Senator Domenici of
  New Mexico and Senator Smith of Oregon
  
• Mississippi Statewide Campaign
• What a Difference a Friend Makes!
• Localizations in Alaska, Maryland, North Dakota,
  Indiana, South Carolina, and Louisiana
  

18
Campaign Evaluation

• Four key measures to evaluate campaign success
• Donated media is the public service media
  community supporting the campaign?
  
• Tracking study are there shifts in ad recall,
  attitudes and behavior?
  
• Web traffic/toll free number is the target
  interested in seeking more information?
  
• NIMH Study

19
Accomplishments to Date

• We distributed TV and radio public service
  announcement (PSA) kits to 28,000 media outlets.
  
• In 2007, the Campaign received more than 17
  million in donated media for TV and radio.
  
• The Campaign Web site received more than 500,000
  unique visits and more than 12 million hits. Ave.
  time 8 minutes.
  
• More than 590,000 copies of the Campaign brochure
  were distributed nationally.
  
• Ranked 3rd highest Ad Council Campaign on
  interactive elements, ranked in top 10 for PSAs

20
Campaign Distribution

• TV, radio PSA Kits to 28,000 media outlets
• Printed 610,000 Campaign Brochures (17,000
  remaining)
  
• MySpace
• YouTube (over 14,000 viewers to date)
• Google Video (5,000 viewers to date)

21
College Outreach

• In partnership with Alloy Media and the Ad
  Council, SAMHSA distributed 450,000 campus packs,
  which included campaign brochures and additional
  materials for students, to college bookstores at
  more than 330 colleges and universities.
• The nonprofit Bacchus Network distributed
  campaign PSAs to more than 1,100 campus peer
  educators at universities nationwide.
  
• Active Minds, a campus mental health peer
  advocacy group, will distribute 15,000 campaign
  brochures to more than 85 of its campus chapters
  nationwide.

22
Campaign Results

• Local TV Broadcast Support
• Spots aired on local affiliate stations in top 10
  DMAs including Los Angeles, Chicago,
  Philadelphia, and San Francisco
  
• The PSAs aired on the following TV shows relevant
  to our target
  
• Late Night with Conan OBrien, OPRAH, Without a
  Trace, Tonight Show with Jay Leno, The Simpsons,
  Scrubs, Friends, Smallville.
  

23
Phase 2A Focus on Minority Groups

• Minorities have less access to mental health
  services and often receive poorer quality mental
  health care.
  
• We are developing multicultural materials based
  on the What a Difference a Friend Makes theme
  targeting 18 to 25 year olds in four ethnic
  groups
• African American
• Asian American
• Native American
• Hispanic American
• Focus group testing began in April.

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Phase 3Reaching the Internet Generation

• About 9 in 10 young adults are online, spending
  more time online than watching TV (12.2 hours vs.
  10.6 hours per week).
  
• Their online behaviors are increasingly social
  and interactive.
  
• Building on the friendship theme of the Campaign
  for Mental Health Recovery, we will reach out to
  social networking sites, such as MySpace and
  Facebook.
• The goal is to promote social inclusion and help
  young people support each other.
  

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How to Obtain Materials

• www.whatadifference.org
• SAMHSA National Mental Health Information Center
• 1-800-789-2647 or www.mentalhealth.org
• CMHR Liaison, Elizabeth Edgar, National Alliance
  on Mental Illness
  
• 703-516-7973 or cmhrliaison_at_nami.org