Substance Abuse & Mental Health Services Administration

CMHS Consumer Affairs E-News
November 29, 2006, Vol. 06-114

SAMHSA and Ad Council Unveil National Mental Health Anti-Stigma Campaign

Only One in Four Americans Believes People are Sympathetic Towards Those with Mental Illnesses

The Substance Abuse and Mental Health Services Administration (SAMHSA), in partnership with the Advertising Council, today launched a national awareness public service advertising (PSA) campaign designed to decrease the negative attitudes that surround mental illness and encourage young adults to support their friends who are living with mental health problems. The PSAs, which are being distributed to media outlets nationwide, were unveiled by Acting Surgeon General Kenneth P. Moritsugu, MD, MPH, at the National Press Club this morning.

Despite the fact that an overwhelming majority of Americans (85%) believe that people with mental illnesses are not to blame for their conditions, only about one in four (26%) agree that people are generally caring and sympathetic toward individuals with mental illnesses, according to new HealthStyles Survey data released today. The survey data, licensed from Porter Novelli,by SAMHSA and the Centers for Disease Control and Prevention, also found that only one-quarter of young adults believe that a person with a mental illness can eventually recover and slightly more than one-half (54%) who know someone with a mental illness believe that treatment can help people with mental illnesses lead normal lives.

"The advances made in treatments and services for mental illnesses offer the hope of recovery for all," said Dr. Moritsugu. "Mental illness is not something to be ashamed of. It is an illness that should be treated with the same urgency and compassion as any other illness. And just like any other illness, the support of friends and family members is key to recovery."

According to SAMHSA, in 2005 there were an estimated 24.6 million adults aged 18 or older who experienced serious psychological distress (SPD), which is highly correlated with serious mental illness. Among 18 to 25 year olds, the prevalence of SPD is high (18.6 % for 18-25, vs. 11.3% for all adults 18+), yet this age group shows the lowest rate of help-seeking behaviors. Additionally, those with mental health conditions in this segment have a high potential to minimize future disability if social acceptance is broadened and they receive the right support and services early on.

Assistant Surgeon General Eric B. Broderick, Acting SAMHSA Deputy Administrator said, "We took a new approach to de-stigmatizing mental illness with this campaign. Instead of telling people why they shouldn't discriminate against people with mental illnesses we are showing them how they can be supportive of a friend with a mental health problem and the critical role that friendship plays in recovery."

Created pro bono by Grey Worldwide, the new PSA campaign aims to reach 18-25 year-old adults who have friends living with mental illnesses and highlights the importance of their providing support. Featuring a voiceover by actor Liev Schreiber, the television and radio spots illustrate how friendship is the key to recovery. The campaign also includes print and interactive advertising that directs audiences to visit a new comprehensive website, www.whatadifference.samhsa.gov, to learn more about mental health and what they can do to play a role in their friend's recovery.

"The prevalence of mental illness among young adults in our country is staggering. We need to reduce the widespread stigma, which will encourage more young adults to seek help and provide a greater opportunity for recovery," said Peggy Conlon, President & CEO of The Advertising Council. "The compelling PSAs show young adults the critical role they have in supporting friends with mental illnesses, and will help reduce the stigma. Additionally, this age group can be a great catalyst for the rest of the population."

In addition to collaborating with the CDC, SAMHSA's National Anti Stigma Campaign has partnered with other federal agencies, including the National Institute of Mental Health (NIMH), State mental health agencies, leading researchers on stigma, and a broad coalition of stakeholders including organizations that represent provider organizations and consumer and family member groups. The Campaign also held a series of regional meetings to develop a grassroots network to support the Campaign and provide assistance with anti-stigma efforts to States and local communities.

To support the campaign, SAMHSA recently released "Developing a Stigma Reduction Initiative," a resource guide that is based on the evaluation and lessons learned from the eight state Elimination of Barriers Initiative. The guide provides information on how to mount a statewide anti-stigma campaign, examples of outreach materials, reports on the best practices for stigma reduction, and lists important resources for technical assistance. A copy of the guide can be obtained by calling 1-800-789-2647 or going to http://samhsa.gov/.

To view the ads, please visit www.whatadifference.samhsa.gov. The PSAs were distributed to more than 28,000 media outlets nationwide earlier this month and will air in advertising time that will be donated by the media.

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The Center for Mental Health Services is a component of the Substance Abuse and Mental Health Services Administration, United States Department of Health and Human Services.