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NAMI StigmaBuster alert: July 15, 2005
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www.nami.org/stigma

Contact: smarch@nami.org

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Wendy's Withdraws
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While fighting Tom Cruise with one hand, many Stigmabusters
have also protested with the other a recent television
commercial for Wendy's fast food chain -- in which a
customer can't decide what to order, because he suffers
from "multiple personality eating disorder."

We were able to contact Wendy's Vice-President for
Marketing. They are discontinuing the commercial, though it
may still appear in a few markets until the withdrawal is
complete.

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National Antistigma Campaign
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At NAMI's recent annual convention, representatives of the
U.S. Department of Health & Human Services and U.S.
Advertising Council presented information about federal
efforts against stigma. Focus group data from the Ad
Council was especially intriguing as a guide to campaign
strategies.

Along with other PowerPoint presentations from the
convention, the three presentations from the
workshop "National Efforts to Address Discrimination" can
be read on the NAMI Web site.

http://www.nami.org/Templat....D=24341

1. Chris Marshall, SAMHSA
Overview of the National Campaign

2. Deanna Troust, Vanguard Communications
Elimination of Barriers Initiative

3. Deborah Leiter, Ad Council
Research Findings & Strategy

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Thank You
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Thank you for continuing to be our eyes and ears in
reporting cases of stigma in the news, entertainment and
advertising media. Because of the volume of messages
received, we cannot reply to most of them, but please be
assured that they are reviewed carefully for appropriate
action.

During a recent NAMI Leadership Institute, in a workshop on
challenging stigma in the media, the following advice was
offered:

Set Priorities: Pick Targets Carefully

*Most outrageous cases

*Where does humor stop and stigma begin?

*High public profiles offer teaching opportunities, but you
can't protest everything. Other programs, goals and tactics
are important.

*Look for leverage over the source of stigma: contact
commercial sponsors (TV, radio) or points of sale (stores).

*Timing is important. Try also not to make things worse by
publicizing something that otherwise will be ignored.

Tools & Tactics

*Be polite. Don't assume bad intent. Seek positive
dialogue. In local communities, ask for a face-to-face
group meeting with editors, reporters, managers or other sources.

*Check Web sites or call switchboards to find out the name
of company presidents, editors, or other key executives.

*Telephone conversations or voicemail message; explain
concerns.

*Personal letter; fax; or email.

*Letters to editors.

*Submit longer op-ed articles about stigma -- including
movie reviews.

*Point to specific examples and dates and patterns over
time.

*Tell a short personal story about your experience with
mental illness.

Results

*Be realistic. Declare victory if any progress is made.
Build relationships for future dialogue. Responses will
vary:

Ignore
Disagree
Dialogue
Apology
Discontinuation
Correction”making amends
Partnership”working together

We all have more power than we know! Speak out in your
community!

Stella March, National Coordinator
NAMI StigmaBusters

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You'd think Olay would learn from Wendy's mistake.


Split-Personality Skin Campaign