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Fighting Stigma

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Slides from a March 25th talk on how to use marketing campaigns to reduce stigma and improve access to mental health care.

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Fighting Stigma

  1. 1. 1 PREPARED BY Using Advertising Theory and Practice to Improve Healthcare Delivery and Quality of Life @MARSINTHESTARS March 25, 2017 AMERICAN ACADEMY OF ADVERTISING Marli Mesibov, Director of Content Strategy
  2. 2. 2 Mad*Pow | @marsinthestars Marli Mesibov • Managing Director of Content Strategy at Mad*Pow • Editorial Director of UX Booth
  3. 3. 3 1 in 4 Americans has a mental illness. Mad*Pow | @marsinthestars Fighting Stigma
  4. 4. 4 THE PROBLEM WITH STIGMA
  5. 5. 5 • Believing people with mental illnesses are dangerous • Determining that people with mental illnesses are incapable of making life decisions • Assuming people with mental illnesses are victims who need to be cared for Mad*Pow | @marsinthestars Stigma Means:
  6. 6. 6 “…Discrimination is also about the conditions in which our patients live, mental health budgets and the priority which we allow these services to achieve.” – Peter Byrne, BJPsych Advances Mad*Pow | @marsinthestars Stigma Leads to Discrimination
  7. 7. 7 Mad*Pow | @marsinthestars Stigma Means:
  8. 8. 8 • Physicians are reluctant to ask, and thus can’t diagnose • Patients feel shame in admitting to mental illness, which hinders finding treatment • Diagnosed patients experience exclusion, poor social support, and low self- esteem, which impedes recovery Mad*Pow | @marsinthestars We Can’t Face What We Ignore
  9. 9. 9 ADVERTISING VS. STIGMA
  10. 10. 10 Mad*Pow | @marsinthestars Success Stories
  11. 11. 11 Mad*Pow | @marsinthestars Success Stories
  12. 12. 12 Mad*Pow | @marsinthestars Success Stories
  13. 13. 13 Mad*Pow | @marsinthestars Success Stories
  14. 14. 14 WHERE ARE THE PATTERNS?
  15. 15. 15 • Do something visible • Plan ahead o Create a campaign o Partner with organizations • Identify an action item o Wear the pin o Make the video Mad*Pow | @marsinthestars Where are the Patterns?
  16. 16. 16 1. improve attitudes towards people with mental health problems 2. increase patient willingness to disclose mental health problems 3. promote behavior associated with anti- stigma engagement Mad*Pow | @marsinthestars Goals
  17. 17. 17 Bring Change 2 Mind • Distributing public education materials • Founded by Glenn Close’s family Heads Together (UK) • Spearheaded by the Duke and Duchess of Cambridge and Prince Harry • Creating films and messages Mad*Pow | @marsinthestars Who’s Doing This?
  18. 18. 18 Make It OK • Provides resources for patients and allies See Me (Scotland) • Provides educational resources • Funded by the Scottish Government Time to Change (UK) • Provides resources for patients and allies • Focuses on educating the media, offering interviews, etc Mad*Pow | @marsinthestars Who’s Doing This?
  19. 19. 19 Mad*Pow | @marsinthestars Questions? Email: marli@madpow.com Twitter: @marsinthestars

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