Campaign launched to dismantle stigma surrounding mental health in TCI

Shifting perceptions and changing the narrative surrounding mental health in the TCI has been given new life with the launch of a proactive campaign dubbed ‘Dismantling Stigma’.

The anti-stigma campaign was launched on Monday, February 27, by the Department of Mental Health and Substance Dependence, and seeks to de-stigmatise conversations surrounding mental disorders.

As part of the launch, which took place at the Providenciales International Airport, the Department unveiled billboards depicting mental health stories of five outstanding individuals who have braved some of life’s most difficult challenges and have willingly shared how they were able to deal with the emotional and mental health aspect of those challenges.

Their stories are inspiring and give hope to all, that you can overcome or learn to manage any mental or emotional difficulties you may face. The campaign is expected to run throughout the year and there are high expectations that its goal of dismantling mental health stigma will be achieved.

Commenting on the launch, the Director of the Department, Dr Alicia Malcolm said: “Our goal with the ‘Dismantling Stigma’ campaign is to shift perceptions and change the narrative regarding mental health conditions in the TCI. No one should ever feel ashamed or be discriminated against because they have a particular condition and seeking help should be as normal as seeking help for a physical ailment or any other issue”.

Minister of Health and Human Services, Hon Shaun Malcolm commenting on the anti-stigma campaign said fear, misunderstanding, inaccurate or misleading information all contribute to stigma and discrimination towards those living with mental health illnesses.

The Minister added: “We hold the power to reverse stigma through education, awareness and reframing our notions of what it means to be different.”

Also in attendance was Stacy Cox, CEO of the Turks and Caicos Hotel and Tourism Association, which is sponsoring the campaign.

Cox noted that “the fragility of mental health and the daily struggles we can all face came to the forefront for our industry during the pandemic, and many are still reeling in silence”.

She said the TCHTA is excited to partner in educating citizens that there is no shame in needing help, and that help is available and accessible in the Turks and Caicos Islands.

Mental Health Stigma is one of the biggest barriers to mental health care. According to the American Psychological Association (APA), mental health stigma or mental illness stigma refers to the shame attached to mental health conditions and the discrimination that can happen to people who have experienced them.

Mental health is often stigmatised because of a lack of understanding about what mental health conditions are and what it is like to live with a mental health condition.