Continuing their Campaign for Mental Health Recovery, the Ad Council and the Substance Abuse & Mental Health Services Administration today unveiled a series of culturally targeted public service ads. The new ads, which are being released in conjunction with National Minority Mental Health Awareness Month in July, target the Native American, Hispanic/Latino and Chinese American communities.
The radio, print, outdoor and online efforts were created pro bono by G&G Advertising (Native American creative), Wing (Hispanic/Latino creative) and Kang & Lee (Chinese American creative).
The campaign was started to help young people recognize and get treatment for mental illnesses. According to SAMHSA, from 2004 to 2007:
- 20.7 percent of Native Americans 18 to 25 reported serious psychological distress in the past year, yet only 30.6% of Native American adults with serious psychological distress received care during that time.
- 16.2 percent of Chinese Americans 18 to 25 reported serious psychological distress in the past year, with 11.2% of Asian Americans young adults with serious psychological distress receiving care in the past year.
- 15.6 percent of Hispanics/Latinos 18 to 25 reported serious psychological distress in the past year, with 28.3% of Hispanic/Latino young adults with serious psychological distress receiving in the past 12 months.
"Raising awareness that effective treatments for mental illnesses are available and that people recover can encourage those in need to seek help," said SAMHSA Administrator Pamela S. Hyde in announcing the new campaign. "This outreach to the Chinese American community will help open a dialogue about supporting friends or family members with mental health problems in a culturally relevant way."
The Ad Council and SAMHSA introduced the Campaign for Mental Health Recovery nationally in December 2006 and added an effort targeting African-Americans in February 2010.