California Mental Health Services Authority (CalMHSA) Launches Campaign to Engage Youth in Fight Against Stigma and Discrimination

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California Mental Health Services Authority (CalMHSA)

May 23, 2012, 04:31 ET

SACRAMENTO, Calif., May 23, 2012 /PRNewswire/ -- Research, feedback from medical and social service experts, guidance by communications specialists and input from consumers of services, particularly young people themselves, were just some of the bases covered in preparation for the launch of the California Mental Health Services Authority (CalMHSA) social marketing campaign on widespread stigma and discrimination experienced by Californians with mental illness.

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May was selected for the campaign launch because it is Mental Health Month, initiated nationally in 1949 to raise awareness of the impact of mental health issues and to improve mental wellness for all, explained Wayne Clark, Ph.D., Monterey County's director of behavior health and CalMHSA board president.

The consequences of mental illness for the individual and society can be staggering – unnecessary disability, unemployment, substance abuse, homelessness, inappropriate incarceration, even suicide.

Mental illness and the stigma and discrimination that come with it are misunderstood. Many Californians have misconceptions about people living with mental illness, and these misunderstandings and misconceptions can prevent people from getting help.

A new study conducted by Field Research shows the majority of California adults are unsure about whether treatment is possible and whether people with mental illness are dangerous. According to the research, Californians are accepting of people with mental illness as friends, family members, students and patients in health care settings. They are much less accepting of them as job applicants, tenants, next-door-neighbors and coworkers. Those in transition from youth to adulthood are especially vulnerable to stigma and discrimination, because they are heavily influenced by peer opinion and media messages and because 75 percent of all lifetime mental health disorders start by age 24.

There is an opportunity to address this issue with young Californians whose attitudes about mental health issues are being shaped now. A separate study, examining attitudes about mental illness in the 14-24 age group, shows adolescents and young adults care deeply about each other. They want to contribute to society, and they want to be involved in social issues. The more they become aware of mental health issues, the more they care and want to be involved. When empowered with the right tools and confidence, young people have the opportunity to move from bystander to change maker.

"With this campaign, we are calling on California youth to change their world – and ours – by engaging them to help change how we interact with and think about people with mental illness," said Clark.

The media campaign is designed to reach Californians who are transitioning from their mid-teens and into their mid-20s and adulthood. It is one of three age-specific media campaigns targeting California's diverse audiences throughout the lifespan. All three media campaigns will make use of online, radio, public relations and social media to create a supportive environment for those at risk for mental health challenges.

Later media efforts will zero in on 9-13 year-olds to stop stigma before it starts by increasing awareness and understanding of mental health issues, and on adults 25+ who make decisions around housing, jobs and relationships and influence how people affected by mental health challenges are socially included, valued, and supported.

The initial phase of the campaign will connect with what young people want and need, meet them where they spend time, validate and empathize with their concerns, and link them to tools and resources that can help. That help is found at ReachOutHere.com, which offers visitors a unique, safe, anonymous, peer-to-peer experience where they can discuss a range of social and mental health and health-related issues and receive support when going through tough times.

ReachOutHere.com forums and other resources on ReachOut.com serve as how-to guides for problems like anxiety, depression, becoming independent and dealing with school pressure. These resources promote health and well-being by de-stigmatizing mental illness, encouraging help-seeking, increasing social connectivity, and building resilience.

"We believe in the power of young people to change their world. ReachOutHere.com forums equip them to stand up, speak out and get involved directly in changing attitudes and behaviors that contribute to stigma," said Susan Keys, Director of Research, Inspire USA Foundation. "Our youth are the key to a future where stereotyping and discrimination are relics of the past," she continued.

CalMHSA is a joint powers authority of county governments that seeks improvement of mental health outcomes for individuals, families and communities. It is funded by the Mental Health Services Act (MHSA), Proposition 63, passed by California voters in November 2004 and responsible for a major shift in the way California provides mental health services – away from crisis care and costly institutionalization and more toward an emphasis on prevention and early intervention.

The MHSA supports county mental health programs and monitors progress toward statewide goals for children, transition-age youth, adults, older adults and families. It addresses a broad continuum of prevention, early intervention and service needs and the necessary infrastructure, technology and training elements to effectively support this system.

The anti-stigma and discrimination campaign is one of several prevention and early intervention initiatives funded by the MHSA and administered by CalMHSA. The other two focus on suicide prevention and student mental health needs.

For more information about CalMHSA, go to http://calmhsa.org.

SOURCE California Mental Health Services Authority (CalMHSA)