1. Transforming Mental Health Care in America: The First Steps Chris Marshall Consumer Affairs Specialist Center for Mental Health Services HHS/SAMHSA

2. Substance Abuse and Mental Health Services Administration U.S. Department of Health and Human Services NIHSAMHSACMS

3. Center for Mental Health Services (CMHS) ►Leads Federal efforts to provide community-based services for adults with serious mental illnesses and children with serious emotional disturbances. Center for Substance Abuse Prevention (CSAP) ►Works to improve the quality of substance abuse prevention practices in every community, nationwide, through its discretionary grant programs. Center for Substance Abuse Treatment (CSAT) ►Promotes the quality and availability of community-based substance abuse treatment services for individuals and families who need them. Who is SAMHSA? SAMHSA consists of three Centers and supporting Offices that administer and fund grant programs to support States’ efforts to address substance abuse and mental health issues.

4. The Matrix SAMHSA’s budget, programs, and policies have been aligned to match a series of core priority issues and cross-cutting principles. These priorities are represented on the SAMHSA matrix—an evolving tool that keeps the Agency’s work focused on the most critical issues in behavioral health.

5. Mental Health System Transformation

6. Bridging the Quality Chasm TransformationTransformation Health IT Evidence-based practices Focus on recovery Consumer-driven The behavioral health care that Americans receive The behavioral health care that we know to be effective

7. Addressing Stigma & Discrimination as Central for Recovery ►In this transformed system, stigma and discrimination against people with mental illnesses will not have an impact on securing health care, productive employment, or safe housing. ►Our society will not tolerate employment discrimination against people with serious mental illnesses – in either the public or private sector.

8. Recommendations & Federal Action Steps Recommendation 1.1 Undertake a national campaign to reduce stigma. “Americans must understand and send this message: mental disability is not a scandal –it is an illness. And like physical illness, it is treatable.” President George W. Bush April 29, 2002

9. Stigma: a cluster of negative attitudes and beliefs that motivate the general public to fear, reject, avoid, and discriminate against people with mental illnesses. Source: Achieving the Promise: Transforming Mental Health Care in America

10. Public Attitudes ►Surveys since the 1950s ►Mental illness as stigmatized condition ►No scientific understanding ►Unable to identify persons with MI ►Could not distinguish between MI and worry ►Fear of unpredictable violence

11. MacArthur Mental Health Module, General Social Survey, 1996 ►Greater scientific understanding ►Able to distinguish between MI and worry ►Mix of biological and psychological stress ►Social stigma unchanged ►Belief that violence associated with mental illnesses nearly doubled

12. Internalizing Stigma ►Embarrassment, Shame, Isolation ►Nearly two-thirds of all people with diagnosable mental health problems do not seek treatment (Regier et al., 1993; Kessler et al., 1996).

13. Reducing Stigma ►Public Education Campaigns ►Reward / Protest ►Contact Approach

14. History of National Efforts ►Spring to Action 2001 ►EBI and ADS Center ►Older Adults Stigma Roundtables ►President’s New Freedom Commission on Mental Health / Federal Action Agenda ►SAMHSA National Anti-Stigma Campaign

15. SAMHSA Programs to Address Stigma ►ADS Center (Resource Center to Address Discrimination and Stigma) ►EBI (Elimination of Barrier Initiative) ►NASC (National Anti-Stigma Campaign)

16. ►Help States, organizations, individuals design and implement anti-stigma initiatives ►Gather and maintain best information, policies, research, practices, and programs to counter stigma and discrimination ►Actively disseminate anti-stigma and discrimination information and practices

17. ►Technical Assistance ►Training Teleconferences ►Informational Updates ►Web site ►Database ►Collaboration with EBI and NASC

18. ► Web site: stopstigma.samhsa.gov ► Email: stopstigma@samhsa.hhs.gov ► Telephone: 1-800-540-0320

19. Elimination of Barriers Initiative (EBI) ►Eight State Demonstration ►Test Public Education Messages ►Reduce stigma and discrimination associated with mental illnesses using tools such as public education and contact ►Provide Evidence-base for National Campaign

20. EBI Pilot States ►Ohio ►Pennsylvania ►Texas ►Wisconsin ►California ►Florida ►Massachusetts ►North Carolina

21. EBI Results ►More than 273 million audience impressions TV – 207 million Radio – 67 million ►Equivalent airtime/advertising value: nearly $3 million

22. EBI Lessons Learned 1.Use a multifaceted approach 2.Use a participatory process 3.Involve consumers 4.Work closely with a smaller subgroup of key partners 5.Involve stakeholders early and often throughout the creative process 6.Identify your audience(s) and speak to them in their own language

23. Lessons Learned 7. Focus on positive, strength-based messages that demonstrate that recovery is both real and possible 8. Localize and personalize educational strategies 9. Choose a campaign theme that can be tailored to specific audiences

24. Lessons Learned 10. Develop and implement a comprehensive evaluation 11. Use existing commemorative events 12. Generate and maintain enthusiasm 13. Provide basic training and tools on media outreach 14. Utilize train-the-trainer opportunities

25. Lessons Learned 15. Provide forums for peer-to-peer information sharing 16. Additional training may be required in the development and ongoing operation of speakers’ bureaus 17. Recognize that messages directed at media gatekeepers may vary from those directed at the general public

26. NASC Toolkit ►Section 1: Introduction ►Section 2: Mounting a Statewide Anti Stigma Campaign ►Section 3: Outreach Materials ►Section 4: Best Practices ►Section 5: Resources

27. ►Film, TV, and radio writers and producers who have created respectful, accurate, and dignified portrayals of people with mental illnesses ►Mental health advocates whose efforts have expanded public understanding of mental illnesses ►Others whose activities promote mental health awareness The First SAMHSA- Sponsored Voice Awards

28. SAMHSA’s National Mental Health Information Center www.mentalhealth.samhsa. gov 1-800-789-2647

29. Chris Marshall Consumer Affairs Specialist SAMHSA 1 Choke Cherry Road, Room 6-1071 Rockville, MD 20857 Phone: 240-276-1947 Email: chris.marshall@samhsa.hhs.gov