BetaHCF Case Studies Library is in beta. We're still adding campaigns and fixing things.
HCF Case Studies Library

← All campaigns · Open in the library

Each Mind Matters

Also: Each Mind Matters: California's Mental Health Movement

“Each Mind Matters”

California's statewide mental health stigma-reduction social marketing campaign, run by the California Mental Health Services Authority (CalMHSA) with Proposition 63 (Mental Health Services Act) funds, using branded lime-green items, a website, a teen forum and documentary screenings.

Years
2012–now
Country
United States
Budget
USD 11.2 million, three-year statewide stigma-reduction social marketing contract awarded October 2011 (California Healthline)
Topic
Mental health
Asks people to
Seek helpSupport a policyTalk to someone
Strategy
Social normsTestimonial
Channel
EventsSchoolSocial (paid)TV
Audience
General public

Evidence

ObservationalMixed

RAND statewide surveys: slogan awareness rose from 11% at baseline to about one in four adults a year later, and more Californians reported willingness to socialise with, live next to and work with people with mental illness. RAND's later evaluation found people reached by the campaigns fared better on knowledge, attitudes and confidence to intervene, but most indicators did not shift across the general population between time points. Safe messaging: stigma campaign; not scored.

Sponsor (who paid)

  • California Mental Health Services Authority (CalMHSA) State local government, funder and administrator

Credits (who made it)

Related campaigns

Sources

  1. On the Road to Mental Health (RAND RB9917) evaluation
  2. California Mental Health Prevention Effort Is Showing Positive Early Results (RAND) evaluation · 2015
  3. Evaluation of California's Statewide Mental Health Campaigns (RAND RRA2101-1) evaluation
  4. Burnam MA et al. Evaluation of the California Mental Health Services Authority's Prevention and Early Intervention Initiatives: Progress and Preliminary Findings. Rand Health Q 2014 evaluation · 2014 · PMID 28560081
  5. Agency Doles Out $11.2M for Mental Health Campaign (California Healthline) news · 2011

Research notes

Credits checked 2026-10-22 against fetched pages: RAND Corporation (RAND brief RB9917 on the CalMHSA evaluations, including Each Mind Matters). Start year approximate (CalMHSA PEI programs ~2011-2012); confirm. Credits checked 2026-10-22 against fetched pages (procurement pass): Runyon Saltzman & Einhorn (creative, 2011-2014) from California Healthline (18 Oct 2011): CalMHSA selected the Sacramento firm to lead a team on a three-year, USD 11.2 million statewide social marketing campaign to reduce stigma and discrimination; RAND RB9917 (fetched via Wayback) describes Each Mind Matters as CalMHSA's stigma-reduction social marketing campaign. The award predates the Each Mind Matters name, so the tie is by sponsor, purpose and years. Reuse terms checked 2026-10-23 by an AI research pass for #47; not yet reviewed by a person.

Record cases/each-mind-matters.json, updated 2026-10-23· Link to this campaign