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SAMHSA’s Award-Winning Newsletter
July/August 2010, Volume 18, Number 4 

Multicultural Campaigns on Mental Health

Materials for Native American, Chinese, and Hispanic Young Adults

Mental health problems affect all races and ethnicities. To help, SAMHSA is partnering with the Ad Council to create public service campaigns that encourage Chinese, Hispanic, and Native American young adults age 18 to 25 to step up and support a friend who is experiencing mental health problems such as anxiety, depression, schizophrenia, or bipolar disorder.

As extensions of the What a Difference a Friend Makes campaign, the culturally targeted public service announcements (PSAs) seek to motivate societal change towards social acceptance and decrease negative attitudes that may surround mental illness.

Materials for each of the three populations include in-language radio, print, outdoor, and Web banner ads, and direct young adults to visit each campaign’s Web site, where they can find tools to help support a friend in the recovery process and seek out additional resources.

“This multicultural advertising effort will help decrease the stereotypes surrounding mental illnesses while providing young adults with the resources they need to support their friends living with mental health problems,” said Peggy Conlon, president and CEO of the Ad Council.

In addition to brochures, “myths versus facts” pages, and other fact sheets, each campaign Web site links to SAMHSA’s National Suicide Prevention Lifeline, 1-800-273-TALK.

A campaign for African American young adults launched earlier in 2010 (see SAMHSA News online, March/April 2010).

This multicultural initiative is part of the Campaign for Mental Health Recovery, which SAMHSA and the Ad Council first launched nationwide in December 2006. To learn more, visit the What a Difference a Friend Makes campaign Web site.

materials from SAMHSA’s What a Difference a Friend Makes campaign for Chinese young adults - click to view Web site

Chinese

Brochure: Your Support Is the Most Precious Gift You Can Give

Languages: Mandarin and Cantonese scripts for radio PSAs entitled “Be the Hero,” “A Precious Gift,” and “Make a Difference”

“Raising mental health awareness in the Chinese community is long overdue,” said Cynthia Park, president of Kang & Lee Advertising, which created the materials for this outreach campaign.

materials from SAMHSA’s What a Difference a Friend Makes campaign for Native American young adults - click to view Web site

Hispanic

Highlight: Social networking tool where young adults can connect and chat

PSA Translations: “If a Friend Tells You that She Has a Mental Health Problem, You Have Two Options: Accept or Ignore”

“For many Latinos, their immediate social network is very important,” said Alain Groenendaal, president and CEO of Wing, which created the materials. “By channeling a social media platform that is very familiar to them, we’re able to speak to young Hispanics directly.”

materials from SAMHSA’s What a Difference a Friend Makes campaign for Hispanic young adults - click to view Web site

Native American

Brochure: What a Difference a Friend Makes

Radio PSA: “Together”—two versions, for men and women

“We are confident that the PSAs will make a difference in American Indian communities and encourage friends to support one another,” said Michael Gray, president and creative director of G&G Advertising, which created the materials.


  Cover Story & Related Articles  
Oil Spill Response

Oil Spill Response

SAMHSA efforts make behavioral health a top priority.



  From the Administrator  
Coping with the Oil Spill

Coping with the Oil Spill

SAMHSA Administrator Pamela S. Hyde, J.D., talks about participating in public forums in the Gulf states. Read more.

What’s in a Term:  Latest Responses

What’s in a Term: Latest Responses

SAMHSA has received more than 250 emails in response to the Administrator’s call for comments. Read selected responses.


  Recovery Month  
Ready for Recovery Month?

Ready for Recovery Month?

September is here! Visit RecoveryMonth.gov for details on the biggest celebration yet!



  Multicultural Outreach & Data  
Campaigns Focus on Three Populations

Campaigns Focus on Three Populations

For Chinese, Hispanic, and Native young adults, new public service campaigns focus on mental health.


  Trauma  
Responding to Child Traumatic Grief

Responding to Child Traumatic Grief

When children lose loved ones, what happens then? Also read about creating a trauma narrative.

Policy Academy Promotes Behavioral Health for Service Members

Policy Academy Promotes Behavioral Health

SAMHSA recently convened a Policy Academy to help soldiers as they return from the battlefield.


  Trends  
Dramatic Rise in Abuse of Pain Relievers

Dramatic Rise in Abuse of Pain Relievers

More treatment admissions report abuse of pain relievers.

Admission Patterns over a Decade

Admission Patterns over a Decade

Marked changes have occurred in admissions for substance abuse treatment in the past 10 years.


  Statistics  
In the ER:  Reports on Suicide Attempts

In the ER: Reports on Suicide Attempts

What substances showed up in emergency rooms related to suicide attempts by adolescents and young adults?

States Report on Substance Use, Mental Health

States Report on Substance Use, Mental Health

State-level analyses update data on alcohol abuse, cocaine, pain relievers, and more.


  Women & Substance Abuse  
New Data on  Women Who Work Full Time

New Data on Women Who Work Full Time

How does employment affect women’s substance abuse and treatment?


  Suicide Prevention  
Remember the Lifeline!

Remember the Lifeline!

Feeling desperate, alone, or hopeless? Call SAMHSA’s National Suicide Prevention Lifeline at 1-800-273-TALK (8255).


  Medicaid  
Medicaid Eligibility & Mental Illness

Medicaid Eligibility & Mental Illness

Read about a program that helped increase Medicaid enrollment by 17 percent.


  Other News  
Treatment Directory Available

Treatment Directory Available

National Directory of Drug and Alcohol Abuse Treatment Programs 2010 is now available.

Entertainment Industry Meets with Treatment Experts

SAMHSA’s Dr. H. Westley Clark participated in an expert panel to discuss accurate depictions of substance abuse in entertainment.



  


Substance Abuse & Mental Health Services Administration – 1 Choke Cherry Road – Rockville, MD 20857
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