1. Stigma and Discrimination Reduction Creative Concepts Estelle Saltzman, Runyon Saltzman & Einhorn Norma Rivera, Runyon Saltzman & Einhorn

2. RS&E Team Field Research Solsken PR CAYEN Inspire USA Hill & Co. CitizenPaine NAMI CaliforniaCalifornia Public Television MHA California REMHDCO Dr. Sergio Gaxiola-Aguliar

4. Stigma and Discrimination 3-part campaign Inoculation (knowledge power) 11-13 year olds Mobilization (peer support) 14-24 year olds Influence (norms change) Adults with power 25+

5. Inputs and Outcomes

6. Inoculation

7. Inoculation Target (11-13 year olds) People acquire stigmatizing beliefs between middle school and adolescence (US) Research maps stigma as a problem originating from ignorance/lack of knowledge (US) Early onset of mental illness/stigma emphasizes critical targeting of promotion and early intervention (AUS)

8. Inoculation Strategy Creative Strategy Inoculate against stigma through education

9. Inoculation Creative Concepts

10. Different is the New Normal Schools can teach facts about mental illness with posters, radio ads, classroom assignments and online games that show real teens with mental illness leading normal lives. The real teens with mental illness are all different people in fun, interesting ways. Part of what schools would be teaching about mental illness is that different is the new normal – meaning that everyone is different in a good way, including people with mental illness.

11. Radio Different is the New Normal

12. Mr. Brain Schools can teach facts about mental illness with posters, radio ads, classroom assignments and online games that show a cartoon teacher called Mr. Brain. The Mr. Brain cartoon character is smart and cool, and teaches that mental illness is a normal part of life. Some of his cartoon friends have mental illness – like a friend named Distracted Dean who has ADHD and Sammy Sleepsalot who has depression.

13. Radio Mr. Brain

14. Into the Brain Schools can teach facts about mental illness with posters, radio ads, classroom assignments and online games that show a tiny cartoon news reporter who is small enough to fit inside the cells of a persons brain. The reporter travels through the brain and shows how its like a scientific spaceship control center where things can sometimes go a little wrong before they return back to normal.

15. Radio Into the Brain

16. Teenage Band Schools can teach facts about mental illness with posters, radio ads, classroom assignments and online games that show a cartoon band of teenage musicians. Each band member is named after a mental illness: once calls himself Anxiety, another is named Depression, a third member is named Hyper, and a fourth calls herself Bipolar. These band members help teach how mental illnesses are like the sadness, moodiness, or overexcitement people often feel while playing or listening to music.

17. Radio Teenage Band

18. Walk in Someone Elses Shoes Schools can teach facts about mental illness with posters, radio ads, classroom assignments and online games that show situations at school that make students feel many of the same things that people with mental illness feel. For example, the normal nervousness that students feel just before an exam is what people with anxiety feel like all the time. These examples help students understand that people with mental illness arent so different from everyone else. Feeling anxious about that big test next period? Thats what kids with anxiety feel like all day, every day.

19. Radio Walk in Someone Elses Shoes

20. Mobilization

21. Mobilization Target (14-24 year olds) Open, accepting and blooming They go online to talk or read about personal issues Most will feel at least okay on any given day, but are familiar with their own or someone elses bouts of sadness, anxiety, hopelessness, and confusion

22. Mobilization Strategy Creative Strategy Use advertising to let the target sample what other 14-24 year olds are talking about at ReachOut.com, when things arent going so well

23. Key Objectives Destigmatize mental illness Increase mental health literacy Encourage help-seeking Build resilience through improved coping skills Increase social connectedness and social power Reduced risk of suicide Better mental health Happier lives

25. Mobilization Creative Concepts

26. Deflated Advertising describes the ReachOut.com website with pictures and descriptions of how people feel when things arent going so well. The pictures show symbols, like a deflated balloon or crushed soda can, of the changes that take place in a person when they feel alone in their struggle with difficult personal issues. The ads say that at ReachOut.com, youre not alone. They end by encouraging people to reach out at ReachOut.com

27. Deflated Radio

28. Everybodys Got Problems Advertising describes the ReachOut.com website by showing people who look okay on the outside as they go about their every day life, but who are living with feelings like anger, sadness and loneliness that no one else can see. By showing many people living with these types of feelings, the ads let you know that youre not the only one who may be going through tough times. The ads end by saying Everybodys got problems. Reach out for support at ReachOut.com.

29. Everybodys Got Problems Radio

30. Whatevers Going on in Your Head Advertising describes the ReachOut.com website with imaginative artwork that shows feelings locked up inside a persons head. The ads explain that feelings like loneliness, fear, anxiety are inside all of us at one time or another. At those times, the ads encourage us to express those feelings with others who might be feeling the same way. The ads end by saying Whatevers in your head, youre not alone. Reach out for support at ReachOut.com.

31. Whatevers Going on in Your Head Radio

32. Dont Deal with Heavy Issues Alone Advertising describes the ReachOut.com website with light humor. In online ads, serious personal issues are shown in animated online cartoons as big, heavy objects like a wrecking ball. Animated stick figure characters are shown helping each other deal with those issues. At the end, the ads say Dont deal with heavy issues alone. Connect with people like you. ReachOut.com.

33. Dont Deal with Heavy Issues Alone Radio

34. Thank You Estelle Saltzman, President – Runyon Saltzman & Einhorn esaltzman@rs-e.com Norma Rivera, Social Marketing Director – Runyon Saltzman & Einhorn nrivera@rs-e.com