California's multi-level mental illness stigma reduction campaign: Best practices and initial outcomes

Because of its well-documented, far-reaching and destructive consequences, reducing the stigma associated with mental illness is a core component of California's prevention and early intervention programs. $60 million dollars was allocated by the voter-approved Mental Health Services Act to address this issue and improve knowledge about mental illness and recovery, change attitudes, challenge discriminatory practices, reduce public and internal stigma, and ultimately increase help-seeking behaviors. Ten programs administrated by the California Mental Health Services Authority, a joint-powers association of counties, target stigma and discrimination at all levels, across multiple domains, using a variety of evidence-based best practices. Strategies include a statewide social marketing campaign to change public perception of mental illness at all ages and across diverse cultural communities; partnering with the media and entertainment industries to promote accurate portrayal of individuals with mental illness; promoting the integration of mental health and primary healthcare; reducing discrimination through workplace training; and developing and disseminating best practices and stigma reduction resources to communities. Initial baseline assessments of existing stigma were conducted and now, mid-way into the implementation, initial outcomes are emerging. This presentation will examine California's evidence-based multi-pronged approach to stigma reduction, barriers encountered in implementation and their resolutions, lessons learned, and the available outcomes.