Combating mental health stigma through the press
For decades, mental health care has been overcoming barriers related to stigma, access, and public perception. But challenges still exist. It’s a naturally sensitive topic, requiring carefully crafted messaging that stays true to the facts, resonates with specific audiences, and doesn’t alienate stakeholders.
Our client experienced these challenges firsthand. As an organization, it had done an excellent job earning trust and credibility with a critical core audience, but now was the time to elevate groundbreaking original research about its unique mental health approach.
We developed a campaign that used influencers, third-party authors, client spokespeople, and the news cycle to spread the word across several targeted demographics, including professionals in the mental health community.
Successful placements over the course of the campaign included:
- Nationally influential news publications like Real Clear Politics and Newsweek;
- State-level daily newspapers such as The Indianapolis Star, The Florida Times-Union, and The Arizona Republic;
- Mental health outlets including Psychology Today and Social Work News;
- Religious news sites such as Religion Unplugged and the National Catholic Register; and
- Political outlets from all over the spectrum, from The Washington Examiner and National Review Online to Reckon News and States Newsroom.
