Stigma and Discrimination Reduction

Creative Concepts

Estelle Saltzman, Runyon Saltzman & EinhornNorma Rivera, Runyon Saltzman & Einhorn

RS&E TeamField Research

Solsken PR

CAYEN

Inspire USA

Hill & Co.

CitizenPaine

NAMI CaliforniaCalifornia Public Television

MHA California

REMHDCO

Dr. Sergio Gaxiola-Aguliar

Stigma and Discrimination

3-part campaign

Inoculation(knowledge

power)11-13 year olds

Mobilization(peer support)14-24 year olds

Influence(norms change)

Adults with power 25+

Inputs and Outcomes

Inoculation

Inoculation Target (11-13 year olds)

• People acquire stigmatizing beliefs between middle school and adolescence (US)

• Research maps stigma as a problem originating from ignorance/lack of knowledge (US)

• Early onset of mental illness/stigma emphasizes critical targeting of promotion and early intervention (AUS)

Inoculation Strategy

Creative StrategyInoculate against stigma through education

Inoculation Creative Concepts

Different is the New Normal

Schools can teach facts about mental illness with posters, radio ads, classroom assignments and online games that show real teens with mental illness leading normal lives. The real teens with mental illness are all different people in fun, interesting ways. Part of what schools would be teaching about mental illness is that “different is the new normal” – meaning that everyone is different in a good way, including people with mental illness.

Radio

Different is the New Normal

Mr. Brain

Schools can teach facts about mental illness with posters, radio ads, classroom assignments and online games that show a cartoon teacher called “Mr. Brain.” The Mr. Brain cartoon character is smart and cool, and teaches that mental illness is a normal part of life. Some of his cartoon friends have mental illness – like a friend named Distracted Dean who has ADHD and Sammy Sleepsalot who has depression.

Radio

Mr. Brain

Into the Brain

Schools can teach facts about mental illness with posters, radio ads, classroom assignments and online games that show a tiny cartoon news reporter who is small enough to fit inside the cells of a person’s brain. The reporter travels through the brain and shows how it’s like a scientific spaceship control center where things can sometimes go a little wrong before they return back to normal.

Radio

Into the Brain

Teenage Band

Schools can teach facts about mental illness with posters, radio ads, classroom assignments and online games that show a cartoon band of teenage musicians. Each band member is named after a mental illness: once calls himself “Anxiety,” another is named “Depression,” a third member is named “Hyper,” and a fourth calls herself “Bipolar.” These band members help teach how mental illnesses are like the sadness, moodiness, or overexcitement people often feel while playing or listening to music.

Radio

Teenage Band

Walk in Someone Else’s Shoes

Schools can teach facts about mental illness with posters, radio ads, classroom assignments and online games that show situations at school that make students feel many of the same things that people with mental illness feel. For example, the normal nervousness that students feel just before an exam is what people with anxiety feel like all the time. These examples help students understand that people with mental illness aren’t so different from everyone else.

Feeling anxious about that big test next period?That’s what

kids with anxiety feel like

all day, every day.

Radio

Walk in Someone Else’s Shoes

Mobilization

Mobilization Target (14-24 year olds)

• Open, accepting and blooming• They go online to talk or read about personal

issues• Most will feel at least “okay” on any given day,

but are familiar with their own or someone else’s bouts of sadness, anxiety, hopelessness, and confusion

Mobilization Strategy

Creative StrategyUse advertising to let the target sample what other 14-24 year olds are talking about at ReachOut.com, when things aren’t going so well

Key Objectives

• Destigmatize mental illness Increase mental health literacy Encourage help-seeking Build resilience through improved coping skills Increase social connectedness and social power

Reduced risk of suicideBetter mental healthHappier lives

Mobilization Creative Concepts

Deflated

Advertising describes the ReachOut.com website with pictures and descriptions of how people feel when things aren’t going so well. The pictures show symbols, like a deflated balloon or crushed soda can, of the changes that take place in a person when they feel alone in their struggle with difficult personal issues. The ads say that at ReachOut.com, you’re not alone. They end by encouraging people to reach out at ReachOut.com

Deflated

Radio

Everybody’s Got Problems

Advertising describes the ReachOut.com website by showing people who look okay on the outside as they go about their every day life, but who are living with feelings like anger, sadness and loneliness that no one else can see. By showing many people living with these types of feelings, the ads let you know that you’re not the only one who may be going through tough times. The ads end by saying “Everybody’s got problems. Reach out for support at ReachOut.com.”

Everybody’s Got Problems

Radio

Whatever’s Going on in Your Head

Advertising describes the ReachOut.com website with imaginative artwork that shows feelings locked up inside a person’s head. The ads explain that feelings like loneliness, fear, anxiety are inside all of us at one time or another. At those times, the ads encourage us to express those feelings with others who might be feeling the same way. The ads end by saying “Whatever’s in your head, you’re not alone. Reach out for support at ReachOut.com.”

Whatever’s Going on in Your Head

Radio

Don’t Deal with Heavy Issues Alone

Advertising describes the ReachOut.com website with light humor. In online ads, serious personal issues are shown in animated online cartoons as big, heavy objects like a wrecking ball. Animated stick figure characters are shown helping each other deal with those issues. At the end, the ads say “Don’t deal with heavy issues alone. Connect with people like you. ReachOut.com.”

Don’t Deal with Heavy Issues Alone

Radio

Thank You

• Estelle Saltzman , President –Runyon Saltzman & Einhorn

esaltzman@rs-e.com• Norma Rivera, Social Marketing Director –

Runyon Saltzman & Einhornnrivera@rs-e.com