February 13, 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.
