Anti-Stigma Campaign Project

The Denver Department of Public Health & Environment (DDPHE) is embarking on a new effort to reduce stigma related to behavioral health conditions. Stigma is known to be a barrier to early intervention and access to treatment and support for behavioral health concerns. The Anti-Stigma Campaign Project aims to engage with Denver community members to better understand stigma associated with substance use, suicide, and mental health conditions to ultimately reduce stigma.

DDPHE has partnered with a team of organizations with expertise in all aspects needed for success. The lead organization is Analytics and Insights Matter (AIM), bringing research design, statistical analysis and project management with Thomas Barrett, PhD. AIM is joined by the Arrow Performance Group (APG) which will conduct informative interviews and focus groups, along with Circuit Media, the marketing and media campaign partner. The AIM team will work closely with DDPHE to ensure that Denver’s diverse community voices are heard in the development and implementation of this project.

Project Objectives

  • Measure baselines of knowledge, attitudes, and beliefs that result in stigma associated with behavioral health conditions in Denver
  • Increase empathetic responses and decrease adverse responses to behavioral health conditions in the general population
  • Reduce stigma as a barrier to accessing services for people with behavioral health conditions and their loved ones

Project Phases

Denver’s Anti-Stigma Campaign activities fall in these four phases: 

Phase 1

Phase 1 of the project is the Formative Assessment. The Formative Assessment studied recent efforts, conducted focus groups and interviews with stakeholders, developed and conducted a survey of various populations to measure stigma, and developed a final report.

Read the Phase 1 - Formative Assessment Final Report(PDF, 1MB)

The Formative Assessment Final Report contains complex graphs and tables. If you would like to speak with someone about the contents of the tables or graphs, please email Marion.Rorke@Denvergov.org.

Phase 2

Phase 2 of the Anti-Stigma Campaign project is message development and the development of marketing and advertising plans. A contractor will develop and test messages with different audiences based on formative assessment activities, assess language and cultural barriers, determine best channels for campaign.

Phase 3


Phase 3 of the Anti-Stigma Campaign project is activation of the campaign. The phase includes dissemination of messages, collection of digital metrics regarding potential success, monitoring reach, and conducting assessments for any needed adjustments.

Phase 4

Phase 4 of the Anti-Stigma Campaign project is evaluation. During this phase, the team will compile and analyze data to determine campaign awareness, understanding, and effectiveness, including a second dissemination of the survey to measure changes, followed by a summary report.

The Denver Anti-Stigma Campaign looks forward to learning from and building upon recent efforts focused on substance use, suicide, and mental health. Reducing stigma is one of the many strategies we can do collectively to improve Denver’s behavioral health.

 

The Denver Anti-Stigma Campaign looks forward to learning from and building upon recent efforts focused on substance use, suicide, and mental health. Reducing stigma is one of the many strategies we can do collectively to improve Denver’s behavioral health.