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.
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.
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.”
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.