SAMHSA s. Overview and Impact. Chris Marshall, Consumer Affairs Specialist, SAMHSA, CMHS

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2 SAMHSA s Campaign for Social Inclusion Overview and Impact Chris Marshall, Consumer Affairs Specialist, SAMHSA, CMHS

3 SAMHSA s 8 Strategic Initiatives 1. Improve the Nation s Behavioral Health 1. Prevention of Substance Abuse & Mental Illness 2. Trauma & Justice 3. Military Families 4. Recovery Support 2. Transform Health Care in America 5. Health Reform 6. Health Information Technology 3. Achieve Excellence in Operations 7. Data, Outcomes, & Quality 8. Public Awareness & Support

4 Campaign for Social Inclusion Foundation Most Effective Methods to Reduce Stigma Public Education Campaigns Reward/Protest Contact Approach Source: Three strategies for changing attributions about severe mental illness. Corrigan, Patrick W.; River, L. Philip; Lundin, Robert K.; Penn, David L.; Uphoff-Wasowski, Kyle; Campion, John; Mathisen, John; Gagnon, Christine; Bergman, Maria; Goldstein, Hillel; Kubiak, Mary AnneSchizophrenia Bulletin, Vol 27(2), 2001,

5 Campaign for Social Inclusion Components Public Education Campaigns What a Difference a Friend Makes 4 Multicultural Campaigns Social Networking Campaign The Voice Awards The ADS Center CSI State Awards Program

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10 Engaging the Target Public Relations TV Radio Social media outreach Grassroots initiatives Friends of someone living with a mental health problem Print Outdoor Brochures Website/ Forum Web banners

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12 Framework for Campaign Evaluation Exposure Recognition Engagement Impact PSA placement Seen or Heard Campaign Website Analytics Increase in young adults Donated Media the PSAs Visitor Sessions supporting friends with Ad Council Tracking Time on website mental illness Survey Traffic Sources Ad Council Tracking Survey Grassroots Outreach Number of Brochures & Toolkits Distributed Online Discussion Forum posts on campaign site Online Audit Reports Reduced stigma surrounding mental illness What a Difference a Friend Makes Contest Videos and Essays submitted Ad Council Tracking Survey HealthStyles Survey BRFSS/CDC NIMH Study

13 What a Difference a Friend Makes

14 TV Assets-General Market

15 All PSAs Reduced Endorsement of Stigmatizing Attitudes (Survey Approach) Overall Door Friend Videogame Afterviewing video With controls After viewing video With Controls After viewing video With controls After viewing video With controls Most people with mental illnesses cannot be cured -42% -44% -9% -6% -61% -64% -47% -48% Medications for MI are as effective as medications for physical illnesses -15% -17% -2% -4% -22% -24% -21% -20% Most people who have a MI can recover with treatment -39% -39% -14% -15% -44% -47% -53% -49% How willing to move next door to a person who has been diagnosed with a MI? -15% -21% -9% -10% -19% -23% -18% -25% How willing to socialize with a person who has been diagnosed with a MI? -32% -37% 78% 73% -76% -77% -41% -46% How willing to make friends with a person who has been diagnosed with a MI? -43% -47% 55% 57% -71% -73% -82% -84% How willing to have a person with MI start working closely with you on a job? -37% -42% -9% -10% -33% -36% -67% -70% How willing to have a person with a MI marry into your family? -30% -37% -11% -19% -45% -47% -30% -35% Being around someone with a mental illness would make me feel uncomfortable -4% -6% 18% 22% -39% -44% 32% 49% People with a mental illness are hard to talk to -18% -19% 10% 8% -35% -43% -22% -21% Being around a person with a mental illness would make me feel nervous -5% -7% 5% 1% -24% -26% 12% 20% A person with a MI should feel embarrassed about his/her situation -15% -14% -27% -14% 19% 13% -39% -52% Members of MI s family better off if MI person s situation kept secret -18% -15% -35% -29% -21% -24% 35% 43% Source NIMH/Indiana Consortium

16 Most Positive Associations with Friends PSA (Lab Experiment) 6/29/2011 Pescosolido, Page 16

17 Estimated Donated Media Value Exposure Estimated Total Donated Media Value 4Q06-4Q10 $97,238,460 Medium Donated Media Value ($000,000) Percent of Total Value (%) Radio Interactive Television Alternative Media Outdoor Public Relations Print

18 Ad Awareness Recognition Recognition of the campaign advertising among the target audience is on par with other Ad Council campaigns In 2009, 28% of our survey respondents had seen or heard at least one campaign PSA.

19 Website Analytics: December 2006 September 2008 Engagement Total visits 1,223,702 Median monthly visits 64,098 Average time on site 00:07:52 Average pages per visit 1.5 Web Visits to whatadifference.samhsa.gov Source: Webtrends

20 Actions Taken Impact Significant increase in the percentage of respondents who reported that they spoke with friends and family about mental illness recently, as well as those who visited a website to learn more about the issue. In the past six months, have you: Discussed the topic of mental illness with friends and family 23% 31% 33% Visited a website to get more information about mental illness 10% 15% 15% Nov-06 Mar-08 May-09 Base: year olds (n~500) Source: Ad Council Online Tracking Survey May 2009

21 PSA Influence on Attitudes and Behavior: Regression Analysis Impact Ad aware respondents had a greater likelihood to hold desired attitudes and to take key actions related to the campaign [than not to]. Male respondents were significantly more likely to be ad aware than female respondents. Odds Ratio amongthose aware of PSAs (Increased likelihood to agree) Believe they can make alot/somedifference in a friend s recovery from a mental illness Agree that they would let a friend with mental illness know that they would support them no matter what* Visit a website to get more information about mental illness in the past six months * Gender had a significant influence on the model. Males are significantly more likely than females to be ad aware. These results are based on a regression analysis, in which ad recognition was the independent variable, and [attitude/behavior] was the dependent variable. The results are a correlation that tells us the strength of the relationship between these variables. The odds ratio demonstrates the likelihood that an ad aware respondent will have the [attitude/behavior] vs. not having [it]. The analysis accounts for demographic variables including gender, age, race, educational attainment, household income, employment status, region, and urban city. Results are significant at the 95% confidence level. Source: Regression Analysis, Robinson & Muenster Associates, Inc.

22 HealthStyles Survey 2006 and 2009 Impact MI & Stigma module asked people to indicate level of agreement with: 1) Treatment can help people with mental illness lead normal lives. 2) People are caring and sympathetic to people with mental illness. Significant increase in young adults saying they believe a person with mental illness would improve if given treatment and support (56% in % in 2009) Significant increase in young adults who know someone with a mental illness and believe that treatment can help (54% in % in 2009)

23 Recommendations for Effective Social Marketing Approach One year is not enough 3 or more years Clearly define target and results to ensure impact Need more than focus groups to test materials Fresh work and frequent distributions drive donated media Use a multi-faceted approach with strategies and materials Use multiple web and mobile materials and strategies