It’s Not an Option. The Importance of Integrating Mental Health Equity in SAMHSA’s National Recovery Campaign
This summer we observed National Minority Mental Health Month, a time dedicated to increasing awareness about the unique mental health challenges faced by racial and ethnic communities that are systemically marginalized. It’s crucial to recognize that these communities often face significant disparities in access to mental healthcare and support.
At JPA Health, we believe in the importance of addressing these challenges and are committed to advancing initiatives that promote mental well-being for all. One way we contribute to this is through our work with the Substance Abuse and Mental Health Services Administration (SAMHSA) on the National Recovery Campaign.
Mental health issues do not discriminate – they affect individuals from all backgrounds. However, systemically marginalized communities often face additional barriers to accessing mental health care, including stigma, lack of culturally competent care, and socioeconomic challenges. These barriers can lead to untreated mental health conditions and poorer outcomes.
The National Recovery Campaign aims to encourage young adults, particularly those from systemically communities, to seek or continue treatment for substance use and/or mental conditions. The campaign is being built upon three phases that center community partnership at each stage, including Formative Research, Message Creation and Testing, and Monitoring and Evaluation.
- Formative Research: In this initial phase, a comprehensive social media analysis and individual interviews with young adults were conducted to understand how young adults discuss recovery. This analysis highlighted a changing lexicon around recovery among young adults, including phrases such as “Cali-sober,” “sobriety journey,” and “One Day at a Time.” These terms move beyond traditional abstinence-based recovery models, offering a more inclusive and relatable framework for young adults. This form of analysis is particularly relevant given the population of interest, providing insights into a different way of thinking about and engaging with the community.
- Message Creation and Testing: This phase includes both online and in-person conversations to evaluate the extent to which campaign messages are resonating with priority audiences. These efforts will involve national organizations and local-based initiatives that serve specific populations, including potential partnerships with Historically Black Colleges and Universities (HBCUs). Checking in with community members along the way ensures that the campaign remains responsive and demonstrates that recovery is real and possible.
- Monitoring and Evaluation: After the campaign is launched, this phase will include qualitative and quantitative measurement that will help us better understand the impact of the campaign on the lives of young adults, especially those who are disproportionately affected by substance use and mental health conditions. Findings from measurement activities will be used to refine the campaign to better reach young adults and continually ensure that the campaign is grounded in real-world experiences and insights.
Additionally, leveraging JPA’s proprietary AI tool, Gretel Trails has transformed the way data integration and personalized messaging can effectively understand the unique characteristics, preferences, and challenges of groups of people. Using data collected to inform the campaign, Gretel Trails synthesizes a collection of evidence-based In-Depth and Key Informant Interviews and various hypothetical “personas” to supplement messaging that is both culturally competent and highly impactful for the priority audiences the campaign seeks to engage with.
After launching, The National Recovery Campaign is poised to make significant strides in promoting mental health awareness and encouraging treatment among young adults. By focusing on culturally competent messaging and leveraging evidence-based strategies, the campaign aims to reach systemically marginalized communities to help break down barriers to care and treatment for mental health and substance use conditions.
In observing National Minority Mental Health Month, it is essential to celebrate the progress made through initiatives like the National Recovery Campaign. However, there is still much work to be done. At JPA Health, we remain dedicated to supporting efforts that promote mental health equity and ensure that all individuals have access to the care they need.
July is Minority Mental Health Awareness Month. To learn more, visit: https://www.samhsa.gov/blog/minority-mental-health-awareness-month-closing-treatment-gap