Diana Marszalek 29 Jun 2023 // 4:13PM GMT
ATLANTA — The Carter Center has hired Allison+Partners to spearhead the launch of its new Georgia Mental Health Parity Awareness Campaign, which aims to educate Georgians about their right to mental healthcare on par with physical healthcare.
A+P was awarded the integrated marketing business following a competitive review.
The agency’s work will start with a focus on target populations in Savannah and Albany. A+P’s Atlanta office will lead work on the account, which will include developing foundational messaging, conducting consumer surveys and providing earned and paid media strategies for the campaign.
The Carter Center’s mental health program works to inform public policy, achieve equity for mental health care, and reduce stigma and discrimination against those with mental illnesses and substance use disorders in the US and globally. As lead organization for the Georgia Mental Health Parity Collaborative, the Center played a pivotal role in the 2022 passage of Georgia’s Mental Health Parity Act.
Through a grant from the Arthur M. Blank Family Foundation to carry out an awareness campaign in 2023, it now focuses on informing the public about this law and their rights to receive mental health and substance use care. In collaboration with its many partners, including Georgians for a Healthy Future, it is also focused on ensuring the efficient and effective implementation of the legislation.
“We’re thrilled that Allison+Partners is working with The Carter Center to carry out its commitment to educate the public about this landmark and bipartisan Georgia Mental Health Parity Act, something Rosalynn Carter has championed for more than 50 years,” said Carter Center mental health program director Dr. Eve Byrd.
“We want the public and health providers to better understand that all people have the right to obtain care for their mental health and substance use disorders and that this new law requires private and public insurance providers to cover and treat mental health and substance misuse and addiction care as they would any health condition,” she said.
A+P Atlanta general manager Ashley Nasser said, “We have long admired The Carter Center’s storied history and unwavering commitment to improving mental healthcare and are deeply honored to partner with the organization on an issue of such vital importance. Our passion for building and contributing to campaigns aimed at expanding access to resources and creating more equitable outcomes for all spans decades, and we’re excited to put that expertise to work alongside The Carter Center.”