SAMHSA’SCENTER FOR THE APPLICATION OFPREVENTIONTECHNOLOGIES

Marketing Campaigns Around Reducing or Addressing Stigma

The following chart shows results from a search for United States-based marketing and media campaigns focused on reducing or addressing stigma and expanding awareness and knowledge about substance use, mental health, and prevention strategies. The purpose of this document is to provide a brief description of the campaign, the intended audience, the implementation location and media platform used, partners, and key campaign features. States and communities interested in reducing or addressing stigma to substance misuse can use this resource to identify marketing campaigns that align with their particular needs and target audience.

To identify the campaigns, the CAPT used the following search indices and key terms:

Search indices: State Targeted Response to the Opioid Crisis Grants (Opioid STR), CAPT website, state sites on substance abuse work, Google Scholar, PubMed, EBSCO, Elsevier ScienceDirect Journals.

Keyterms: campaign, stigma, MAT, medication-assisted treatment, methadone, buprenorphine, maintenance treatment.

Campaign/ Resource Title / Description / Intended Audience / Location & Implementation Platform / Campaign Partners / Key Features / Source
Media Campaigns to Prevent Prescription Drug and Opioid Misuse / Table of campaigns in various US states on preventing prescription drug misuse and overdose, and safety guidelines for its use, storage, and proper disposal / Ranges from general population to college student, middle and high school students, young people (ages 12-25), and overdose victims / Various US States: DE, GA, IN, MD, MN, NH, ND, OH, PA, UT, VT, VA, WI
Use audiovisual elements on social media platforms(e.g. Facebook, Twitter), websites, and advertising platforms such as billboards, print, television, and radio / Television networks, radio stations / Multi-platform
Broad audiences / CAPT Tool:
Media Campaigns to Prevent Prescription Drug and Opioid Misuse
State Without StigMA / Statewide public information campaign launched to reduce/eliminate personal, social, and institutional stigma of opioid addiction by reframing addiction as a disease and increase community support / General population / Massachusetts (MA)
Radio, billboard, and television ads, online videos (e.g. YouTube), and social media (Facebook, Twitter) / Television networks (e.g. [Springfield] CW, 22News), radio stations, MA Department of Health / Multi-platform
Political buy-in from mayors and other local leaders / Massachusetts Executive Office of Health and Human Services
The New Day Campaign: Where Stigma Ends, Healing Begins / Art-based campaign started in 2015 using public events and exhibits to raise awareness and “challenge stigma and discrimination associated with mental illness and substance use” / General population / Baltimore, Maryland
Billboards, public transportation (e.g. buses) / Maryland Department of Public Health, Transit system / Use humanizing tactics (e.g. paintings/visual arts, poetry) that engage the wider audience / New Day Campaign site
Stamp Out Stigma Campaign / Organized by Association for Behavioral Health and Wellness (ABHW), this campaign aims to address and reduce stigma around mental illness and addiction / General population / Social media (Facebook), online videos/films / Aetna Behavioral Health, Beacon Health Options, Cenpatico, Cigna, Managed Health Network, Inc., New Directions Behavioral Health, and PerformCare / Effective use of partnerships / Campaign Site
Stop Stigma Now campaign / Launched by a group of opioid treatment providers, this campaign focused on ending Medical Assisted Treatment (MAT-related stigma through public relations, educational efforts including publishing scientific journal articles, and advocacy / Medical community, mental and behavioral health professionals, court/criminal justice systems, and general public / Online, scientific journals, relevant conferences, radio stations (e.g. Steppin’ Out Radio) / Medical/health care professionals, radio stations / Use of multiple outlets and sources to inform public on MAT / Stop Stigma Now Case Study
Stop Stigma Now website
#NoMoreShame campaign / Global campaign initiative functioning as a conversation starter to reduce stigma around addiction through media engagement and hosting events / General population / Global reach
Social media, online videos, press releases / Recovery treatment centers, therapy/ counseling / Expansive network of partners and resources / The Treatment Center Lifelong Addiction Recovery
Tennessee Lifeline Peer Project (Project Life-Line) / Media campaign launched in 2013 by the Tennessee Department of Mental Health and Substance Abuse Services / General population / Tennessee / Faith-based organizations, community leaders / Partnerships across various disciplines and types of organizations
Collaborating with organizations to establish evidence-based practices / Prescription for Success Report
Lifeline Peer Project website
SAMHSA’s Opioid State Targeted Response (STR) to the Opioid Crisis Grants
(Opioid STR) Individual Grant Awards / Abstracts from states with several projects focusing on stigma. This can be used to track developments from states focusing on reducing stigma around addiction through education / General population / Covers all US states (states with specific stigma reduction goals: AL, AZ, CO, MD, NV, ND, SC) / --- / --- / SAMHSA’s Opioid State Targeted Response (STR) to the Opioid Crisis Grants

References

Media Campaigns to Prevent Prescription Drug and Opioid Misuse. SAMHSA’s CAPT.

What is Stigma? Massachusetts Executive Office of Health and Human Services.

New Day Campaign.

Barbag, P. Case Study: Communicating an Old Message to a New Generation Effectively and on a Small Budget.

Stop Stigma Now.

Prescription for Success: Statewide Strategies to Prevent and Treat the Prescription Drug Abuse Epidemic in Tennessee TN Lifeline Peer Project. (2014). Tennessee Department of Mental health and Substance Abuse Services (TDMHSAS).

Lifeline Peer Project. Tennessee Department of Mental health and Substance Abuse Services (TDMHSAS).

Substance Abuse and Mental Health Services Administration (SAMHSA) TI-17-014: State Targeted Response to the Opioid Crisis Grants (Opioid STR) Individual Grant Awards. (2017).

The Treatment Center Lifelong Addiction Recovery. #NoMoreShame.

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Developed under the Substance Abuse and Mental Health Services Administration’s Center for the Application of Prevention Technologies task order.

Reference #HHSS283201200024I/HHSS28342002T. For training use only.