Message Campaignto Reduce Mental Health Stigma

Local Mental Health/Substance Abuse Networking Call

February 1, 2017

2-3:00 PM

Patty Boyd, RD, MPH

pboyd@tchd.org

How we got here?

• Local Public Health Agencies (LPHA) in collaboration applied and received SIM LPHA funding (Broomfield, Boulder, Denver, Jefferson, Adams, Arapahoe and Douglas counties).

Metro Public Health Behavioral Health Collaboration

• Funding supports behavioral health coordinators and a communication firm (Evolution was selected by RFP)

• Grant has 2 goal areas:– Reduce stigma of behavioral health issues and increase openness to behavioral health care help-

seeking attitudes and behaviors in low-income populations in the seven-county Denver metro region through behavioral health promotion, outreach and education strategies.

– Increase access to screening and treatment for behavioral health issues for low-income populations in the seven-county Denver metro region through coordination of systems that improve integration of behavioral health services and primary care.

The Process

• Began with Make it ok.org http://makeitok.org/

• Why this message campaign?

• Created the Message Action Team

• Invited Community Members

• Target audiences

Message Action TeamGoal

Develop a messaging campaign to reduce stigma around mental and behavioral health so that people and providers will know that it’s ok for those who need treatment to seek it

Coming soon – Final messaging!

What the Team has accomplished:

• Identified messages on the Make It OK website to be tested

• Hosted focus groups in English and Spanish

• Identified dissemination tactics to comprise a project toolkit

• Creative team includes a web architect, graphic designer, and video production experts

• Determined a campaign launch date of May 2017 – Mental Health Awareness Month

Next steps for the Team:

• Finalize recommended campaign messages• Reveal website, video concepts, and toolkit

materials• Determining a May 2017 public relations plan to

garner earned media• Materials for campaign website and toolkit

available April 3, 2017• Distributing all materials via our Team channels

during Mental Health Awareness Month in May, 2017!

May – Mental Health Awareness Month Campaign Considerations

• The campaign will:

– utilize the far-reaching network of the coalition

– utilize tactics recommended by the coalition

– utilize earned media

– be in English and Spanish

• The campaign will NOT utilize paid media

Toolkit Component Examples –available on the new website 4/2017

• Newsletter copy

• A poster

• A PowerPoint presentation

• A short video to be utilized for social media

• Memes for social media

You can help spread the message!

• We can add YOU to the dissemination list

• We can provide YOU with a dissemination plan

Evaluation: BRFSS Questionsadded to 2017 survey

• SA6Q01. If you had a mental health condition or emotional problem• SA6Q01a. Would you feel safe sharing with your doctor?• 1 Yes• 2 No • 7 Don’t know / Not sure • 9 Refused• SA6Q01b. Would you feel safe sharing with your friends?• 1 Yes• 2 No • 7 Don’t know / Not sure • 9 Refused• SA6Q01c. Would you feel safe sharing with your family?• 1 Yes• 2 No • 7 Don’t know / Not sure • 9 Refused• SA6Q01d. Would you feel safe sharing with your pastor or faith leader?• 1 Yes• 2 No • 7 Don’t know / Not sure • 9 Refused• SA6Q02. Are you now taking medicine or receiving treatment from a doctor or other health professional for any type of mental health condition or

emotional problem?• 1 Yes• 2 No • 7 Don’t know / Not sure • 9 Refused

In partnership with Centura Health

Questions?

SOURCE: WWW.BUZZFEED.COM – SEPTEMBER 30, 2015http://www.buzzfeed.com/kirstenking/have-you-tried-herbal-tea?utm_term=.fhb009yVW#.er2VVE57W

Physical Health Mental Health