February 11, 2025
In 1996, NJAMHAA
developed an especially compelling multimedia campaign, Mugshots, which
media outlets, including major networks, released multiple times over three
years – an unprecedented long life for a public service announcement (PSA) that
had millions of dollars of value of publicity. The campaign was recognized with
the national Telly Award back then, and it is certainly still relevant
and impactful today.
“When I first came
to NJAMHAA, I was very struck by how stigmatized mental illness and addictions
were. I didn’t know if I had any direct experience with anyone with serious
mental illness because they didn’t reveal it, due to stigma. I later learned
that I did have such experience. The Mugshots campaign was one of the
most exciting projects to raise visibility and it was wildly successful,” said
Debra L. Wentz, PhD, who has served as NJAMHAA President and CEO since May
1995. “The campaign changed the public perception of people with mental illness
and it helped lead to a lot of policy achievements,” she added, citing the 1996
New Jersey parity law and federal parity in 2008 as examples.
“The Mugshots
campaign was impactful because of its simple, compelling design – it stopped
people in their tracks – and the timing – there was a lot of stigma associated
with people seeking help, so it resonated with many people. There’s a major
advantage to living between New York and Philadelphia, two of the nation’s most
major media outlets. There was a snowball effect nationwide. It was the
equivalent of going viral today,” recalled Sharon Oddy, who was NJAMHAA’s
Marketing and Public Policy Manager from 1996 to 1998.
Click here to view the Mugshots PSA. The phone
number at the end is for Mental Health America. Individuals in crisis or
concerned about loved ones are strongly urged to contact the 988 Suicide &
Crisis Lifeline by calling 988, texting through the 988 app or chatting through
the website.