Executing Cultural Campaigns Using Community Partnerships and Outreach

Runyon Saltzman Einhorn, Inc. (RSE) researched, developed and implemented numerous culturally diverse campaigns about mental health stigma and discrimination reduction (SDR) on behalf of the California Mental Health Services Authority (CalMHSA). Among these campaigns, three cultural communities used key community partnerships to create effective SDR programs: American Indian, Latino and Asian/Pacific Islander (API).

American Indian outreach began with an advisory council of cultural experts and community members knowledgeable in effective methods of reaching the Native population in California. Mini-grants were awarded to tribes, counties and organizations to incorporate SDR tools and messaging into new or existing projects, allowing us to build the messages of hope, resilience and recovery on an existing platform.

To reach the significant California Latino population, RSE hosted community roundtables in which individuals relayed issues around mental health and stigma in their communities and gave suggestions for valuable community resources. Promotoras, or community leaders responsible for disseminating resources amongst their neighbors, played a large role in the promotion of these Latino mental health resources.

API efforts to dispel stigma were focused on community forums that allowed for open and honest conversation on the topic of mental illness. Using trusted community partners and cultural experts, individuals were encouraged to break down barriers that previously stood in the way of them seeking help for mental health challenges.

These three cultural campaigns provided measurable data for the reduction of stigma and discrimination in targeted populations, and through their design created sustainability for community-driven SDR messages.