Development of a Statewide Mental Health Promotion Campaign; Necessary Steps and Lessons Learned

Background: Less than 20% of children who need mental health services actually receive necessary services and supports. Stigma remains a significant reason why families do not access mental health services. In addition, mental health promotion and prevention are severely underfunded in most states, including Illinois.

Program background: The ICMHP is a statewide group of agencies and organization representing families, policymakers, advocates and representatives from key systems. Recognizing the multiple impacts of stigma, advancing information about the important link between mental well being and physical health, social skills and academic success is a key strategy for ICMHP. This workshop will describe the steps necessary to implement a statewide campaign to promote mental well being, focused on delivering of a consistent set of core messages including:

• Mental Health matters to everyone
• Mental Health begins at birth
• Everyone has a mental health story to tell
• It is OK to ask for help

Say It Out Loud (SIOL) is a multi-year statewide campaign designed to promote good mental health for everyone, reduce the barriers that prevent too many people from seeking or offering help and support, and build a stronger base of support and network of services for people with mental health challenges.

Evaluation Methods and Results: The campaign is based on current research indicating that the best way to reduce the discrimination associated with mental illnesses is by interaction through which people can engage with one another on this subject in truly meaningful ways, sharing experiences and knowledge.  The target audience was adults who had impact on the lives of children—teachers, family members, pediatricians. A key component of the campaign was the use of real people telling real stories on posters, palm cards and via the website mentalhealthillinois.org. Messages and materials were tested prior to distribution.

Conclusions: As a result campaign messages have been widely disseminated and translated into Spanish, Polish and Korean. Public service announcements and radio programs have been developed in multiple languages, which can then be accessed by any community group. Engagement activities include radio shows, parades, health fairs, and speaker’s bureaus. Communities responded with such enthusiasm that most grantees were able to sustain their efforts beyond grant funding.  Attendees will receive copies of all campaign materials.

Implications for research and/or practice:   Statewide public awareness campaigns are an effective means of promoting mental health awareness. Attendees will receive copies of all campaign materials.