Department of

Sociology

Indiana Consortiu

m for Mental Health

Services Research

Jack K. Martin

Bernice A. Pescosolido

Ann McCranie

J. Scott Long

Indiana Consortium for Mental Health Services Research & the Karl F. Schuessler Institute for Social

Research, Indiana University-Bloomington

June, 2007

A QUASI-EXPERIMENTAL A QUASI-EXPERIMENTAL EVALUATION OF THE 2007 EVALUATION OF THE 2007 SAMSHA PSA ANTI-STIGMA SAMSHA PSA ANTI-STIGMA CAMPAIGNCAMPAIGN

Department of

Sociology

Indiana Consortiu

m for Mental Health

Services Research

RESEARCH AIMSRESEARCH AIMS

• ASSESS TWO OUTCOMES OF THE NATIONAL MENTAL HEALTH ANTI-STIGMA CAMPAIGN

IMPACT OF PSA ON THE ENDORSEMENT OF STIGMATIZING ATTITUDES

QUALITATIVE ASSESSMENT OF THE THREE PSA’S

Department of

Sociology

Indiana Consortiu

m for Mental Health

Services Research

STUDY DESIGNSTUDY DESIGN

• SUPPLEMENT TO NIMH MEDIA & STIGMA PROJECT (R01 MH065950-01A2)

• SIMULATED BEFORE & AFTER DESIGN

Department of

Sociology

Indiana Consortiu

m for Mental Health

Services Research

SIMULATED BEFORE-AFTER SIMULATED BEFORE-AFTER DESIGNDESIGN

TIME1 TIME2 TIME3 TIME4

PSA1 (door) stigma view PSA assess x

PSA1 (door) x view PSA assess stigma

---------------------------------------------------------------------------------------

PSA2 (friends) stigma view PSA assess x

PSA2 (friends) x view PSA assess stigma

---------------------------------------------------------------------------------------

PSA3 (video) stigma view PSA assess x

PSA3 (video) x view PSA assess stigma____________________________________________________

Department of

Sociology

Indiana Consortiu

m for Mental Health

Services Research

SUBJECTS / SAMPLESUBJECTS / SAMPLE

• 690 SUBJECTS BETWEEN 18-25 YRS. OF AGE

• SELECTED FROM KNOWLEDGE NETWORKS INTERNET PANEL

• FIRST NATIONALLY REPRESENTATIVE ON-LINE RESEARCH PANEL (N=40,000)

• FIELDED BETWEEN 3.14.O7 – 4.20.07

• COMPLETION RATE OF 77%

Department of

Sociology

Indiana Consortiu

m for Mental Health

Services Research

DEPENDENT VARIABLESDEPENDENT VARIABLES• DEPENDENT VARIABLES -

STIGMATIZING ATTITUDES & QUALITATIVE ASSESSMENTS

• THREE STIGMATIZING ATTITUDES:• STIGMA OF TREATMENT (3 ITEMS)• SOCIAL DISTANCE (5 ITEMS)• DEVALUATION (5 ITEMS)

• QUALITATIVE ASSESSMENT OF THE PSA (10 ITEMS)

Department of

Sociology

Indiana Consortiu

m for Mental Health

Services Research

  Overall Door Friend Videogame

 After

viewing video

With controls

After viewing video

With controls

After viewing video

With controls

After viewing video

With controls

Most people with mental illnesses cannot be cured.

-42% -44% -9% -6% -61% -64% -47% -48%

Medications for MI are as effective as medications for physical illnesses

-15% -17% -2% -4% -22% -24% -21% -20%

Most people who have a MI can recover with treatment

-39% -39% -14% -15% -44% -47% -53% -49%

How willing to move next door to a person who has been diagnosed with a MI?

-15% -21% -9% -10% -19% -23% -18% -25%

How willing to socialize with a person who has been diagnosed with a MI?

-32% -37% 78% 73% -76% -77% -41% -46%

How willing to make friends with a person who has been diagnosed with a MI?

-43% -47% 55% 57% -71% -73% -82% -84%

How willing to have person with MI start working closely with you on a job?

-37% -42% -9% -10% -33% -36% -67% -70%

How willing to have a person with a mental illness marry into your family?

-30% -37% -11% -19% -45% -47% -30% -35%

Being around someone with a mental illness would make me feel uncomfortable

-4% -6% 18% 22% -39% -44% 32% 49%

People with a mental illness are hard to talk to

-18% -19% 10% 8% -35% -43% -22% -21%

Being around a person with a mental illness would make me feel nervous

-5% -7% 5% 1% -24% -26% 12% 20%

A person with a MI should feel embarrassed about his/her situation

-15% -14% -27% -14% 19% 13% -39% -52%

Members of MI's family better off if MI person's situation kept secret

-18% -15% -35% -29% -21% -24% 35% 43%

Department of

Sociology

Indiana Consortiu

m for Mental Health

Services Research

STIGMA FINDINGSSTIGMA FINDINGS

• OVERALL, VIEWING ANY PSA REDUCED THE ENDORSEMENT OF STIGMATIZING ATTITUDES

• HOWEVER, SUBJECTS VIEWING THE ‘FRIENDS’ PSA HAD A CONSISTENTLY SIGNIFICANT EFFECT RESULTING IN LOWERED STIGMATIZING RESPONSES

• THE “DOOR PSA HAD ONLY A “NOMINALLY’ SIGNIFICANT REDUCING EFFECT. THE “VIDEO GAME” PSA, HOWEVER, HAD AN INCONSISTENT EFFECT.

Department of

Sociology

Indiana Consortiu

m for Mental Health

Services Research

EVALUATION OF PSA’sEVALUATION OF PSA’s  Overall Door Friend Videogame

PSA how likely - Think about the ad, even momentarily after watching it 83.5% 85.2% 88.7% 76.1%

After PSA how likely - Talk to someone about the ad 43.6% 41.7% 51.3% 37.4%

PSA how likely - Use remote to switch from PSA to some other program 32.1% 33.2% 30.3% 32.9%

PSA how likely - Watch again, all the way through, if you saw it on TV 65.7% 64.3% 70.2% 62.2%

The ad provided me with new information about mental illness 36.1% 42.4% 38.7% 27.0%

The ad was boring 31.7% 31.0% 16.4% 48.9%

The ad gave new insights into problems experienced by people with MI 51.8% 59.0% 61.8% 33.8%

The ad will change how I interact with people who may have MI 40.3% 45.8% 47.9% 26.6%

The ad reminded me of people that I personally know 42.4% 41.2% 53.4% 31.7%

The ad was insulting 9.8% 9.3% 7.2% 13.2%

Department of

Sociology

Indiana Consortiu

m for Mental Health

Services Research

EVALUATIONSEVALUATIONS

• OVERALL EVAUATIONS OF THE IMPACT OF THE PSA’S WERE POSITIVE

• AS BEFORE, VIEWI NG THE “FRIEND” VIDEO RESULTED IN THE HIGHER QUALITATIVE ASSESSMENTS

• ALSO, AS BEFORE, THE VIDEO GAME PSA YIELDS (SIGNIFICNATLY) THE SMALLEST IMPROVEMENT

Department of

Sociology

Indiana Consortiu

m for Mental Health

Services Research

THE VIRGINIA TECH. THE VIRGINIA TECH. MODIFICATIONMODIFICATION

• ORIGINAL DESIGN CALLED FOR 350 SUBJECTS IN EACH PSA (I.E., 175 PRE-TESTS; 175 POST-TESTS)

• VA TECH, SHOOTINGS OCCURRED DURING STUDY INTERVAL

• ‘SHUT-DOWN’ STUDY & RE-INTERVIEWED OUR 690 SUBJECTS