Where Is the Evidence Supporting Public Service Announcements to Eliminate Mental Illness Stigma?

Advocates and social marketers have used substantial resources to develop public service announcements (PSAs) as a lead strategy in public education and awareness campaigns meant to eliminate stigma associated with mental illness. Evaluations of PSAs are needed to determine whether this is a good investment. The author notes that very few studies have been reported in the peer-reviewed medical and psychological research literature addressing this question. Reports of government contractors suggest that PSAs have some effect as measured by population penetration, but such data provide no meaningful evidence about the impact of PSAs, such as real-world change in prejudicial attitudes and discriminatory behaviors. The author considers reasons for the limited impact of PSAs and proposes that social marketing campaigns could enhance their impact by targeting local groups. (Psychiatric Services 63:79–82, 2012)