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California is engaging youth in fighting discrimination and stigma

June 07, 2012

Network faithful take note: Here is a “cool” innovative social marketing strategy taking place in California.

The California Mental Health Services Authority (CalMHSA) has launched a social marketing campaign designed to reach Californians who are aging from their mid-teens into their mid-20s and adulthood. It is one of three age-specific media campaigns that will make use of online, radio, public relations and social media. The goal is to combat the widespread prejudice and discrimination experienced by Californians with mental health conditions.

  • “With this campaign, we are calling on California youth to change their world – and ours – by engaging them to help change how we interact with and think about people with mental illness,” said Dr. Wayne Clark, CalMHSA board president.

Later media efforts will target 9- to 13-year-olds to increase their awareness of mental health issues, and adults over 25 years old who make decisions around housing, jobs and relationships and influence how people affected by mental health challenges are socially included, valued and supported, according to a CalMHSA press release.

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