SCCMHA will be launching a new anti-stigma campaign in the next few weeks. The campaign has been developed after researching communications best practices, interviewing consumers in the Saginaw County area and also testing several ideas with community members. The result is a campaign that veers away from our traditional advertising using photos of people on posters and other print materials.
The objective of the new campaign is two-fold:
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De-bunk common misconceptions regarding mental illness
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Provide access to services
The ads will be used on MLive.com and also an expanded network of websites where the target audience most often visits. When someone sees the ad and clicks on it, they will immediately go to a landing page (one-page, mini-website) where they will receive more information about getting help, additional information and a link to the SCCMHA website.
The strategy behind the ads.
During interviews with consumers, several stated they wished they could call people out on some of the things they said and then suggest a better way for them to talk to someone who is struggling. For instance, one of the most common phrases, “snap out of it” isn’t helpful but it is frequently heard. Most consumers didn’t feel people were being mean-spirited, but rather they simply didn’t understand. By using some of these phrases in the campaign we hope to play these phrases back to people and then offer a more positive, helpful way to initiate a conversation.
This is a somewhat bold approach for SCCMHA. But quite frankly, I am tired of not addressing this issue head-on and making progress in knocking down the barriers related to the stigma attached to mental illness. These ads are designed to start a new conversation. One that must first recognize that what many in the community are currently saying is not only wrong, but inhibits people from getting the help they need and deserve.
Click on the links below to view the ads and video.
Snap Out of It
Just Stay Busy
Try Harder
Video