The Collective Impact Model for Mental Health Stigma Reduction: A Campaign in the Omaha Metropolitan Area

BACKGROUND: Mental health conditions are a rising public health concern. In midwestern states such as Nebraska and Iowa, recent statistics have shown an increase in mental health issues since the start of the COVID-19 pandemic. Mental health stigma is associated with a range of negative health outcomes, and there is a need for more information on how to apply evidence-based digital strategies to various geographic areas. This study reviews the creation and implementation of a digital media campaign that uses a collective impact framework to address mental health stigma reduction in the Omaha Metropolitan area.METHODS: The campaign consisted of various components, including two social media campaigns which delivered messaging through user-generated content from local individuals: Spokesimals Midwest paired images of local pets with educational mental health messages, while WhatMakesUs featured personal testimonials of people’s experiences with mental health. Engagement with community-based organizations and local influencers amplified campaign reach and built on work being done in the area. Monthly panel surveys were also conducted to provide organizations with immediately actionable data. RESULTS: Within the first 10 months, WhatMakesUs and Spokesimals Midwest received 412 testimonials and pet submissions. The campaign partnered with 47 community-based organizations, and 50 influencers achieved over 27,000 social media engagements and a reach of 173.5K. The campaign conducted ten survey panels which collected responses from 3,414 participants. CONCLUSIONS: This study presents an overview of the approach used for a mental health stigma reduction campaign in the Greater Omaha and Council Bluffs area. The positive metrics from the first 10 months of the campaign show promise in the applicability of this model in the midwestern United States.