The Substance Abuse and Mental Health Services Administration (SAMHSA) has launched a national public service advertising (PSA) campaign designed to raise awareness of mental health problems among young adults in the African American community.
SAMSHA is working with the Ad Council and the Stay Strong Foundation.
“The disparities that African Americans experience in accessing mental health care can be overcome through increased awareness and education,” stated Kathryn A. Power, Director of SAMHSA’s Center for Mental Health Services. “Raising the African American community’s understanding and attention to these issues will provide greater opportunities for recovery from mental health problems.”
The new PSAs were unveiled at a Black History Month event at Howard University to coincide with the first annual HBCU National Mental Health Awareness Day. The launch was telecast to colleges and universities nationwide.
Mental illnesses, including depression, anxiety, bipolar disorder and schizophrenia, are widespread in the U.S. and often misunderstood. According to SAMHSA, in 2008 there were an estimated 9.8 million adults aged 18 or older living with serious mental illness. Among adults, the prevalence of serious mental illness is highest in the 18 to 25 age group, yet this age group is also the least likely to receive services or counseling. In 2008, 6.0 percent of African Americans ages 18-25 had serious mental illness in the past year. Overall, only 58.7 percent of Americans with serious mental illness received care within the past 12 months and the percentage of African Americans receiving services is only 44.8 percent.
Created pro bono by Grey Worldwide through the Ad Council, the campaign aims to promote acceptance of mental health problems within the African American community by encouraging, educating and inspiring young adults to step up and talk openly about mental health problems. The television, radio, print and Web ads feature real personal stories of African Americans dealing with mental health problems, and they aim to engage those in the community to support young adults who need help. The PSAs direct audiences to visit a new website, www.storiesthatheal.samhsa.gov, where they can learn more about mental health problems and how to get involved.
“According to our research and the leading mental health experts, young adults with mental health problems are more likely to seek help if social acceptance is broadened and they receive support and services early on,” said Peggy Conlon, president & CEO of the Ad Council. “We are proud to continue our partnership with SAMHSA to address these issues in the African American community and help create the necessary societal change that will decrease the negative attitudes that surround mental illness, and ultimately inspire those who want help to get it.”
Terrie M. Williams, MSW, co-founder of The Stay Strong Foundation, collaborated on the development of the Web videos and PSA materials and serves as a campaign spokesperson. The Stay Strong Foundation works to support, educate and inspire African American youth through a series of programs and events that are designed to raise awareness of teen issues, promote the personal well-being of young people and enhance their educational and professionaldevelopment.
“It is the work of the Stay Strong Foundation and my personal mission to educate everyone, and in particular the African American community, about depression and its impact on our communities,” said Williams. “Every day so many of us wear the “mask” of wellness that hides our pain from the world. Now is the time to identify and name our pain—minus the myths and the stigmas—and seek the help so many of us need.”