EPV838
Breaking Barriers: How Public Health Marketing Campaigns Are Reducing Stigma and Improving
Early Psychosis Care
G. Mcdermott 1,*, S. Chaudhry 2, V. Srihari 1
1Psychiatry , Yale Iniversity, New Haven , 2Psychiatry , Tulane University, New Orleans , United States
Introduction: Comprehensive marketing campaigns can serve as powerful public health interventions to reduce the duration of
untreated psychosis (DUP), a condition heavily burdened by stigma (Srihari et al, 2022). Red Rock Branding, an
international communications firm contracted to develop psychosis awareness campaigns in three U.S. states, works with
local clinicians and media specialists to craft targeted messaging. Central to these campaigns is the inclusion of people
with lived experiences, whose voices humanize the condition and challenge stigmatized stereotypes that contribute to
public health disparities (Hatzenbuehler et al, 2013). By centering personal narratives, Red Rock builds empathy, reduces
fear, and dismantles barriers to treatment. This approach aims to shift public perceptions and encourage earlier helpseeking
behavior, ultimately reducing DUP and improving long-term outcomes (Yee, et al, 2024).
Objectives: Reframe marketing as an education process
- Marketing is psychology. Understanding cognitive biases, emotional triggers, and decision-making helps psychologists communicate effectively without manipulation.
- Marketing isn’t about selling — it’s about helping more people get access to the care and resources they need.
Methods: The barriers you remove are as important as the services you provide.
DUP is still an industry problem as many clients don't follow through on seeking care because of, stigma, confusion about where to start, overwhelm with options.
Clarity beats cleverness: People in distress need clear, direct information.
Social proof matters: Testimonials, case studies, or even "you’re not alone" messaging reduce stigma and fear.
Results: Our reputation has been established with in the public health sector over the last twelve years by successful campaigns with YALE, TULANE and COLUMBIA universities.
We were published in a peer reviewed medical journal about the MINDMAP campaign. With Mindmap, the Duration of Untreated Psychosis (DUP) was reduced from 10 months to 5 months. Details here
Our more recent work with Tulane University achieved a DUP from 15 months to 6 months. Video here and report here
We are in currently rolling our campaigns in Michigan and in discussions with Georgia on rolling out similar campaigns late 2025 and 2026
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Conclusions: Red Rock’s campaign experience shows how empathy-driven interventions can reduce stigma, shorten DUP, and enhance
both individual and public health outcomes.
Disclosure of Interest: None Declared