Elimination of Barriers Initiative, Substance Abuse and Mental Health Services Administration

Challenge:
Develop and implement a strategic communications plan to reduce the stigma and discrimination faced by people with mental illnesses for a three-year, evidence-based program in eight pilot states, the lessons learned from which would be used to frame a national anti-stigma campaign.

Vanguard Responds:
Vanguard formed an advisory committee of mental health policymakers from the pilot states and national mental health advocacy organizations to help inform campaign development. Simultaneously, we conducted a situational analysis using secondary research — media snapshots and demographic profiling of the eight states — as well as primary research — one-on-one interviews and focus groups of mental health stakeholders. The situational analysis formed the foundation for creating the marketing plan, identifying and targeting audiences, and developing messages and positioning statements. Next, communications materials targeting the three audiences — the general public, workplaces and schools — were produced and evaluated. Not only did the evaluation help frame the National Anti-Stigma Campaign, the strategies and tactics developed for the initiative, including the materials created for it, were assembled in a resource kit — a complete stigma reduction communications program for use by local, regional and state organizations nationwide.