The NCSS Beyond the Label campaign was launched in 2018 as a five-year public education effort funded by the Tote Board Mental Health Strategic Initiative. Since the launch, have you seen a shift in public awareness towards mental health?
Yes, across the 3 years of campaigns, there has been a positive shift overall in both the awareness and perception towards persons with mental health conditions.
Comparing the results from the pre-campaign in FY18 and post-campaign in FY20, the survey respondents showed: a 7% increase in knowledge after exposure to the ad campaign, a 14% increase in positive feelings towards persons with mental health conditions, and a 27% increase in intended behaviour.
There was also an increase in the endorsement of statements such as “Persons with mental health conditions should not be defined by their condition.” and “I would be willing to work with persons with mental health conditions.”. Beyond these numbers, nothing beats the feeling of having persons living with mental health conditions, empowered through this campaign to step out and advocate for themselves. We have received many messages from individuals crediting Beyond the Label as the reason for disclosing their mental health condition and sharing their recovery journey publicly for the first time.