Informative
November 26, 2024
According to the Mental Health Foundation report, over 15 million individuals live with one or more chronic conditions in the UK. Over 4 million of these individuals are experiencing mental health issues. The pandemic with its enforced isolation, economic uncertainty, and climate change anxiety has left a lasting impact on people with mental health issues — not to mention our always-on, fast-paced lives in the digital age that continue to put additional strain on our social relationships.
As marketers exclusively serving impact-driven categories, we take an interdisciplinary approach to mental health marketing. This includes curating research from academics in communication studies, behavioral economics & sociology, and cultural studies as well as looking at regulatory frameworks in the domain.
NOTE: The next section is about wonderwork’s unique approach to interdisciplinary marketing. You can skip it, we won’t feel bad. Ok, we’ll try not to.
All our team members have previously worked at the archetypical agency-next-door. Don’t get us wrong, agency life comes with its perks (every day is ‘Casual Friday’ for example). But ours is an industry that needs campaigns delivered *yesterday* even if they were briefed this morning. The fast-paced nature of our industry means that research goes out the window, unless you have a well-established account planning team and a long deadline to play with.
When we created wonderwork, we wanted to ensure that we understood the best practices in each impact-category, not just from a marketer’s perspective but as a well-rounded expert in the category.
And that’s how we landed here.
When we reviewed literature on the types of images used to showcase mental health issues, we found an important insight. In one study that analyzed over 40 movies for schizophrenia representation, it was found that media portrayals of mental illness often depict the individual as violent, experiencing positive symptoms, and engaged in either homicidal or suicidal behavior.
Here’s an example. Media often tends to emphasize a patient’s positive symptoms💡The terms "positive" and "negative" in this context don't refer to good or bad outcomes. Instead, they describe the presence or absence of certain behaviors or thoughts.
Focusing solely on positive symptoms can create a distorted and stigmatizing portrayal of mental illness. Individuals with schizophrenia experience a wide range of symptoms, including negative symptoms and cognitive impairments.
Here’s what you can do to avoid using stigmatizing imagery
Understanding the historical context of identity formation, particularly concerning mental health is crucial for developing effective and empathetic communication strategies. Milestones like the Denver Project and subsequent guidelines have shaped our understanding of identity and its intersection with mental well-being. For example, various mental health communities prefer the use of Person-first language. Person-first language prioritizes the individual, emphasizing that the condition doesn't define them. For instance, "person with depression" instead of "depressed person." While widely used, it's essential to remember that personal preference varies.On the other hand, Identity-first language places the condition as a core part of the individual's identity. For example, using "autistic person" rather than "person with autism." might be a favored approach for the deaf and autistic communities as they view their condition as a fundamental aspect of themselves.
Remember the role ‘intersectionality’ plays in mental health.
Intersectionality means understanding that everyone has different experiences based on factors like race, gender, and age. Sometimes, these factors stack on top of each other. For example, a Black woman might be suffering from discrimination based on both race and gender, which can significantly impact her mental health.
PHEW! That was extensive. From prioritizing person-first language to challenging harmful stereotypes, the choices we make in crafting mental health marketing strategies have a profound impact on users.
As marketers, we must be aware of the fallacies of mental health communication and adopt an interdisciplinary approach to creating powerful campaigns that are also ethically sound and follow best practices.
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