Hi Chris,
Thanks for your response. I'll apologize in advance if some of my points in this email piggy back on or repeat some of the points in my second email to Kathryn (I'm not sure if you saw both my first and second email to her, or just the first).
I want to make clear that I'm quite impressed with your organization's mission here. Eliminating stigmas related to mental health/illness is a worthwhile cause, and your synopsis of the extensive research and work the organization undertook prior to its ad campaign sounds as impressive and extensive as I had hoped it would be. Kudos to you and your team on both your purpose and thoroughness.
The issue I attempted to communicate in my previous emails is the approach taken towards the ends you seek, particularly in the commercial I referenced in those emails (http://www.youtube.com/watch?v=LYBwr7pGdPE). The commercial's "What if you knew your friendship was the key to [a mentally ill person's] recovery?" line is particularly disturbing to me. It attempts to communicate its point using fear and pressure tactics. To me, that is reprehensible--especially in an ad targetting young (and impressionable) people, and even more especially when those young people probably already feel a sense of guilt, confusion and vulnerability regarding their treatment of and friendship to people with mental health issues. Perpetuating those feelings does not serve a purpose of awareness and education.
Rarely is a friend reaching out ever the "key to recovery". Is it, as Kathryn stated, "a possible action that would be appreciated by individuals with mental illnesses"? Absolutely! It's value cannot be underestimated, especially in the early stages of a process of this nature. However, the implication that a mentally ill person's fate can hang on the actions of his/her friends is disingenuous. Mental illness is too serious of an issue to think that a friend reaching out can do more than "be appreciated" by the mentally ill person. It certainly cannot save the mentally ill person, and friends should not be made to feel that they have that ability. It saddles them with responsibility, fear, and pressure that they should not have in a situation like this and sets them up for a extreme amounts of guilt should they fail to (literally or metaphorically) "answer the door" (to borrow an image from the commercial).
Again, I'm not discrediting the influence of friends in a situation like this by any means; friends are often the first step towards the professional assistance that is infinitely more important for a mental ill person to receive. I'm simply making the point that this particular ad (I'm not well-versed enough in your entire ad campaign to comment any further), to me, offers a misleading implication about the role a person plays in his/her friend's mental health recovery. It seemed to me that this ad was more interested in shock value than sound educative practice.
Regards,
Tony D
***
Dear Mr. D:
Ms. Power forwarded your email to me for a response. I am the federal project officer for the National Anti-Stigma Campaign which produced the “What a Difference a Friend Makes” campaign.
The marketing strategy for the campaign was developed after months of preliminary research that involved a review of the scientific literature on effective public education methods for reducing stigma and other effective campaigns: an expert symposium of leading researchers, policymakers, media specialists, providers, family members, persons with mental illnesses, and more; multiple rounds of focus group testing with the target audience and the general public; and additional focus group testing called communication checks to determine what messaging language is effective. This effort was taken in partnership with the Advertising Council and Grey Worldwide Advertising both international and national leaders in the development of public service announcements.
What we found in our research was that by a wide margin, people with mental health problems make their initial contact with friends and family. We also found that this age group has the highest incidence of mental health problems but is the age group least likely to seek help. Also, our focus group testing showed that the social acceptance of peers is very important to young adults and a strong motivating factor for their behavior. And, we found that young adults and others often found it difficult to communicate with a friend or family member who discloses that they have a mental health problem, that the peers feel very awkward because they don’t know what to say. This is a condensed version of our findings, but we also wanted to develop a recovery-oriented, strengths-based approach that highlighted interpersonal contact, again also known to be effective in reducing stigma. In addition, research tells us that supportive relationships have a positive impact on recovery from mental health issues.
So building on all of this information, we attempted to develop a message to help stop stigma where it may start and have the most impact, when someone first discloses that they have a mental health problem. We also wanted to encourage young adults to step up and be supportive of a friend to not only reduce the stigma associated with mental illnesses, but to help friends find ways to communicate on these issues and support them in their recovery. And in building better communication and social acceptance, we are hoping that stigma will be reduced and friends will be more likely to seek help.
Those are our only intentions for the Campaign and we did not address the issue of suicide. The Campaign Web site and brochure have many examples of how a friend could be supportive. I would be happy to discuss these issues further if you have more questions.
Chris Marshall
Consumer Affairs Specialist
Substance Abuse and Mental Health Services Administration
1 Choke Cherry Road, 6-1071
Rockville, MD 20857
T: 240-276-1947
F: 240-276-1340