“It’s Up to Us” Mental Health Awareness and Stigma Reduction

About the Program

Category: Civic Education and Public Information (Best in Category)

Year: 2012

It’s Up to Us is a five-year mass media campaign designed to empower San Diegans to talk openly about mental illness, recognize symptoms, utilize local resources and seek help. By raising awareness and providing access to local resources, the campaign aims to inspire wellness, reduce stigma and prevent suicide. One in four adults in San Diego suffers from a diagnosable mental disorder. But too often, people do not seek professional care or family/community support, or give support, because of the stigma that is associated with having a mental illness. Strategies for stigma reduction that have a high potential for sustainable behavioral impact, such as social justice, social inclusion and whole self-wellness, guided the campaign approach. Both mass media and targeted strategies were developed to convey and reinforce these messages with the intended audiences. Research-based campaigns that utilize behavior change models can be effective in influencing knowledge, attitude and behavior. Creative goals conformed to guidelines proving that positive, strength-based messaging with clear calls to action is most effective. These themes are consistent throughout the materials, while specific language, images and aesthetics are modified to best connect with intended populations of San Diego County.