APA Foundation Expands Messaging of Mental Health Care Works Campaign

Back to table of contents Previous article Next article APA Diego, who is dealing with depression after the loss of his wife; and Simone, who is experiencing postpartum depression. Now, there are three additional faces in the campaign: Robert, whose family has inspired him to confront what triggers his alcohol use disorder; Sarah, a middle-aged woman who finds strength through support from her community while struggling with obsessive-compulsive disorder; and Marcus, a young man learning to manage his adult attention-deficit/hyperactivity disorder. All campaign images and stories emphasize the importance of relationships in overcoming and learning to live with mental health difficulties."The Mental Health Care Works campaign sits at the center of our strategic plan," said Rawle Andrews Jr., Esq., executive director of the APA Foundation. "The message that mental health care works when you make the call is more important than ever at this watershed moment for mental health services and supports. As the campaign continues to evolve, we are committed to weaving the Mental Health Care Works messaging into every area of our work 'to meet you where you live, learn, work, worship, and play.' "During the campaign's pilot year, messaging was concentrated in Raleigh-Durham, N.C.; Denver, Colo.; and the D.C.-Baltimore metro area. The second year of the campaign primarily targets Houston/Harris County, Texas; the Boston metropolitan area; and Salt Lake City, Utah.Additional enhancements include the expansion of the campaign to include research. The research will include a survey of 3,200 adults, primarily in Houston and Boston, whose answers will be used to inform development of the next stage of the campaign's messaging and personas. This two-way flow of information will not only help ensure that the campaign messages resonate with the individuals who are exposed to them but will also provide the APA Foundation with updated information about public perceptions of mental wellness and psychiatric care. ■ResourcesMental Health Care Works campaignAbigail Palazzo is a communications specialist for the APA Foundation within APA's Division of Communications. ISSUES NewArchived