Defining the Challenge

The stigma associated with mental illness is real. A statewide survey of 400 telephone interviews with adults residents of Massachusetts, conducted for Changing Minds by Opinion Dynamics Corporation of Cambridge in June of 1997, uncovered the depth and extent of the public's misperceptions about mental illness. The results were, in some instances, startling. For example:

	A significant number (38%) believe that mental illness is the result of character flaws and personality defects.
	Almost all respondents (90%) believe that there is shame attached to mental illness.
	Virtually every person polled would be afraid to tell an employer when he or she experiences symptoms of mental illness or is being treated for it.
	While most people were absolutely certain they would seek treatment for many illnesses, such as heart disease, asthma and ulcers less than half were likely to seek treatment for mental illness.

However, the survey provided reason for optimism. It demonstrated that people are receptive to learning more about mental illness.

In general, respondents believe that being given facts about mental illness would help them cope with a family member who developed a mental illness; and over two thirds (67%) have a positive view of treatment, and believe for almost every mental illness.

MENTAL ILLNESSES ARE TREATABLE
Disorder	Treatment Success Rate
Panic	80%
Bipolar	80%
Major depression (90% show improvement)	65%
Schizophrenia	60%
Obsessive compulsive	60%
As a comparison, the treatment success rate for cardiovascular disorders is 55 to 60 percent. According to the national Institute of Mental Health 1993 figures. Results better today.

Meeting the Challenge

The Task Force, aided by the survey, developed a two pronged strategy for educating the public service announcements, billboards and media buys were targeted for the general public. Others, such as a medical and science writers seminar, and legislative educational forums, were targeted at those people and institutions which can best influence public opinions and attitudes.

Mrs. Tipper Gore, wife of Vice-President Albert Gore, Jr., agreed to appear in a public service announcement about mental illness. Shortly thereafter, CBS Newsman Mike Wallace was recruited to appear in a public service announcement to discuss his bout with depression and his successful treatment.