• by Emily Hummel , Columnist, July 20, 2018

With the deaths last month of American fashion designer Kate Spade, 55, and celebrity chef Anthony Bourdain, 61, media outlets, ranging from Hollywood tabloids to national news have been shedding light on the rising suicide rates across the nation. What you won’t find in the headlines of Hollywood magazines: the highly stigmatized issue of mental illness among minority populations. 

According to the U.S. Department of Health and Human Service Office of Minority Health: “Minorities are less likely to receive diagnosis and treatment for their mental illness, have less access to and availability of mental health services, and often receive a poorer quality of mental health care.” Limited access, language barriers, mistrust of healthcare systems, and deep-rooted cultural stigmatization of mental health are just some of the barriers minorities face in receiving quality mental healthcare. 

Multicultural agencies specializing in behavior change should recognize a unique opportunity for marketers to step up to the plate in knocking out communication barriers to mental health in minority populations. Here’s how: 

1. Address language barriers. Recognizing the signs and symptoms of mental illness is difficult if you’re unable to read content about mental health. While health literacy is a major issue for all ethnic groups, 57% of African American and 65% of Hispanic adults have basic or below basic levels of health literacy. Marketers must create multi-language healthcare content using simple, easily understood terms so that minorities can better understand the information provided.

2. Build trust. Overall, African Americans and Hispanics are more likely to have higher levels of physician distrust than whites. As a result, it’s no surprise that Hispanics are the least likely to seek mental health treatment out of all ethnic groups. Additionally, fears of doctors publicizing their patients’ health information keep many Hispanics from seeking mental health testing. Marketers need to ensure doctor-patient confidentiality and promote mental health resources through trusted channels to build confidence in the medical community.

3. Develop cultural competence. This goes beyond translating words from one language to another. It means considering the dynamic relationship between the language, culture, customs, and health needs of a diverse population when creating content. For example, both African-American and Hispanic populations experience higher levels of anxiety about having a mental illness. Marketers must be conscious of this when communicating with these groups to try to alleviate stigmas and fears surrounding mental health. Know your audience and then create remarkable, tailored content for that audience. 

The mental health crisis isn’t limited to the rich and famous. It affects communities across the nation – including often-overlooked minority populations. Adjusting to language barriers, building trust, and developing cultural competence will allow marketers to address misconceptions, give the facts, and ultimately change behavior surrounding mental health. With the help of the medical community, marketers can pull the conversation about minority mental health from falling between the lines to the front page.