Anti-stigma Mental Health Advertisements Can Create Backlash for Racialized Immigrants

Authors Leah K. Hamilton, Mohammed El Hazzouri, Esra Ari, and Pallavi Banerjee

Location Large Canadian cities.

Background Do you prepare advertisements for mental health programs or anti-stigma campaigns for mental health initiatives? Who is featured in the ads and what are the unintended effects on the populations represented in those promotions?

This study looked at racialized immigrants’ responses to public health advertisements on mental health. The findings provide recommendations on how to improve public health advertisements targeted toward racialized individuals.

The research involved two studies. In study 1, focus groups discussions were conducted with 10 Black immigrants who were asked about their perceptions of public health ads on mental health which included Black models. In Study 2, focus groups discussions were held with 24 racialized immigrant women who provided suggestions for how to design racially critical, destigmatizing public health advertisements.

Findings: Featuring one race suggests they are the only ones affected - participants felt that having only one racialized group in a mental health awareness advertisement implies mental health is an issue that impacts only that group and not the other groups. Ads with one racial group is stigmatizing to the group being portrayed.

• Reinforces other prejudices and stigma - another sentiment was the fear that these advertisements are not only using existing societal prejudices toward the featured racial group but bolster the legacy of other prejudices and stereotypes.
• Ads with only White Models are not inclusive – interviewees said these ads were not effective for racialized immigrants because they indicate that health programs or services are not racially or culturally aware.

How does this research apply to my work? Below are recommendations on how to produce less stigmatizing ads. Use these to guide your work when producing program promotions, ads or other resources

• Feature different races - include models of different races in the advertisement: “so probably if they would have … condensed this image into, say, five images of Caucasian, African, coloured, Arabs and so on, it would have been better”
• Portray various intersectional identities - use images that represent ethnicities/race, religious identities, body sizes, and ages. Participants wanted to see images they could relate to.
• Try ambiguous images – another option is to use images that are show only shadows.
• Highlight positive emotions – participants said positive emotions should be depicted for mental health programs and supports.
• Use subtle language for mental health programs – mental health stigma exits in many communities, to attract participants use names such as a wellness group instead of mental health programs.
• Portray hope and resilience – participants said, mental health ads that feature hope inspires their hope and optimism.

What should I take away from this research?

Perceptions of negative stereotyping can lead racialized individuals to avoid help-seeking for mental health concerns. Racialized individuals prefer advertisements that are racially critical, inclusive, and intersectional. They want to “see themselves” in ads but not be the only race featured.

According to the authors, include the voices of racialized groups to create non-stigmatizing and effective public health ads. Feature models of multiple races/religions/ages within a single advertisement or use ads whose models cannot be immediately placed into one social identity.