'These are illnesses': Ad campaign aims to reduce stigma around addiction, mental illness

A coalition formed to educate central Ohioans about the danger of opioids is taking its message statewide with a new advertising campaign that aims to reduce stigma around addiction and mental illness.

The setting for the public service announcements is the fictional gameshow "Beat the Stigma," where contestants offer common misconceptions as to what contributes to alcoholism. 

The statewide initiative is the result of a partnership between the state of Ohio and the Ohio Opioid Education Alliance, which sponsored the two-year "Don't Live in Denial, Ohio" multimedia campaign.

The alliance, led by the Nationwide Foundation and formed by the Alcohol, Drug and Mental Health (ADAMH) Board of Franklin County in 2018, is a public-private partnership that includes more than 100 businesses and nonprofit groups.

"The goal of the ad is to really focus on ourselves and the stigmas we might hold," said Chad Jester, president of the Nationwide Foundation. "To take the camera off folks who are suffering from mental illness or addiction-related issues.

"These are illnesses, they aren't moral failings."

More than half of central Ohioans who saw the "Denial, Ohio" ads talked to their children about opioid misuse and abuse and properly disposed of excess prescription medication, according to Jester. 

While that campaign was limited to Greater Columbus, "Beat the Stigma" ads will appear across the state on television, digital streaming platforms, radio and billboards later this month. Information also is online at BeatTheStigma.org.

The new campaign is the culmination of an "intensive research effort," Jester said.

"We spent months talking to folks who had been impacted. We talked to their family members, and we talked to the general population within Ohio," he added. "It validated at all levels that there is impact to those who are suffering when others hold stigma."

"Beat the Stigma" will encourage Ohioans to consider their views on addiction, know their risk for addiction and take care of their mental health. As with the "Denial, Ohio" campaign, Jester said market research will be conducted after the new ads air.

"We have a whole piece of the campaign that will be ongoing research around the validation that it's working," he said.

The state of Ohio committed $9.75 million to the new campaign, according to a news release, and Wednesday's unveiling marks the kickoff of an effort to raise matching funds. 

"Substance use disorder and mental health issues aren’t character flaws,” Gov. Mike DeWine said in the release. “They’re diseases for which people deserve treatment and support on a path to long-term recovery. This campaign is meant to tear down any preconceived notions and reduce stigma to encourage people to seek treatment.”

Greta Mayer, chief executive officer of the Mental Health & Recovery Board of Clark, Greene and Madison Counties, said in the release that reducing stigma can be as important as clinical treatment for people with addiction and mental illness.

“In our field, we often say, ‘Treatment works. Recovery happens,’ and it’s true,” Mayer said, “But stigma gets in the way of people seeking treatment and reaching recovery.”

Jester said he also hopes the ads will help break down barriers for people with addiction and mental illness who are seeking jobs. 

"Everybody is having challenges hiring right now and there are people who want to be gainfully employed but may have a history of addiction — it's an ongoing, lifelong battle — or mental health issues where if we can really develop more understanding, empathy and be nonjudgmental. There are wonderful people who many of us could look to hire into our organizations as well," he said.

"From an employer standpoint, it's not just the private sector. It's government, education, nonprofit sector as well. We want Ohioans to be embraced and be part of our society in a healthy, productive way."

Monroe Trombly is a reporter at the Columbus Dispatch covering breaking and trending news. He can be reached at mtrombly@gannett.com or 614-228-6447. Follow him on Twitter @MonroeTrombly.