Cover: Investment in Social Marketing Campaign to Reduce Stigma and Discrimination Associated with Mental Illness Yields Positive Economic Benefits to California

Investment in Social Marketing Campaign to Reduce Stigma and Discrimination Associated with Mental Illness Yields Positive Economic Benefits to California

Published Apr 14, 2016

by J. Scott Ashwood, Brian Briscombe, Rebecca L. Collins, Eunice C. Wong, Nicole K. Eberhart, Jennifer L. Cerully, Libby May, Elizabeth Roth, M. Audrey Burnam

Download Free Electronic Document

FormatFile SizeNotes
PDF file 0.2 MB

Use Adobe Acrobat Reader version 10 or higher for the best experience.

Research Questions

  1. Did CalMHSA's social marketing campaign to reduce stigma and discrimination associated with mental illness affect use of behavioral health services among adults in California?
  2. How did increased service use affect the future productivity of the target audience?
  3. What is the ratio of benefits to costs for CalMHSA's initiative?

This report examines the potential impact of the California Mental Health Services Authority's stigma and discrimination reduction social marketing campaign on the use of adult behavioral health services, and it estimates the benefit-cost ratios.

Key Findings

  • The statewide campaign to reduce stigma and discrimination is associated with more adults using behavioral health services.
  • Using these services is associated with increased productivity and employment.
  • Increased productivity and employment may have substantial economic benefits over several decades: $1,251 to the state as a whole for each $1 invested in the social marketing campaign, and $36 in benefits to the state government for each $1 invested.

This research was conducted in RAND Health, a division of the RAND Corporation.

This report is part of the RAND research report series. RAND reports present research findings and objective analysis that address the challenges facing the public and private sectors. All RAND reports undergo rigorous peer review to ensure high standards for research quality and objectivity.

This document and trademark(s) contained herein are protected by law. This representation of RAND intellectual property is provided for noncommercial use only. Unauthorized posting of this publication online is prohibited; linking directly to this product page is encouraged. Permission is required from RAND to reproduce, or reuse in another form, any of its research documents for commercial purposes. For information on reprint and reuse permissions, please visit www.rand.org/pubs/permissions.

RAND is a nonprofit institution that helps improve policy and decisionmaking through research and analysis. RAND's publications do not necessarily reflect the opinions of its research clients and sponsors.