This was one of the questions I addressed in my masters thesis this past summer. Specifically, I wanted to explore how different cultural interpretations of disability would affect communication efforts to reduce stigma in developing countries. More on that later.
As I was doing research, I came across a very interesting campaign from Scotland. The tagline is “See Me,” and they have lots of interesting uses of media in their campaign. In addition to tv and radio ads, they have photography contests, polls and downloadable curriculum packs. They also have a great collection of evaluation tools.
Each TV ad has a very clear target audience in mind, whether children or adults, the ads are aimed a people who know someone affected by mental illness. Take a look:
(My favorite line from this one is, “Patterns change, friends don’t”)
(This one has some great brotherly ribbing, showing how their relationship didn’t change as a result of the mental illness)
Its the subtleties that I appreciate most in the ads for the adults. The ones aimed at children are clear and hopefully incite some empathy and understanding….
What do you think? Do you have some examples of stigma reduction social marketing that you found particularly good. Or bad?