Of all the major chronic diseases that disproportionately affect African Americans, depression is among the least talked about "taboo" conditions that pervade this
community. For many African Americans, being depressed is perceived as being weak or crazy.
Debunking these myths represented a major untapped outreach opportunity for Pfizer, which last year sponsored a video-focused education campaign on depression among African
Americans. The campaign, developed in conjunction with the National Medical Association (NMA) and the Magic Johnson Foundation, is positioning the pharmaceutical company as a
credible depression resource for churches, physician groups, managed care organizations and community organizations. At least 40,000 videos have been distributed to these
organizations and Pfizer continues to fulfill requests for additional videos.
To tackle the subject of depression, PeerMed, a consumer education company in New York that produced the video, relied on consistent focus group feedback to shape campaign
messages and NMA research.
Using Identifiable Story Lines
To develop a compelling video, it was important to avoid the typical "talking heads" approach used in many medical education videos which are dominated by physicians and
healthcare experts, says Kathy Doyle, PeerMed's SVP and group director. Instead, the video relies on a dramatic story line that educates about depression. It follows the lives of
three individuals who struggle with depression: a single mother, a middle-class married woman and a successful professional. Their experiences communicate that depression affects
"everyday" people.
Based on a series of focus groups, PeerMed also realized that it had to handle the word depression with kid gloves. "A lot of African Americans don't want to admit they have
depression," says Doyle. Because of the negative attitudes toward depression, PeerMed used the word sparingly in the campaign literature and avoided it altogether in the
campaign's title, "Guide to a Healthy Mind: A Circle of Hope."
Depression explanations aren't explored until the video is viewed and inside the guidebook that accompanies the video. Research also indicated that family concerns are
important drivers for depression sufferers to get treatment. This theme was highlighted in the single mother's plight: she sought treatment not for herself but for her children.
Other culturally relevant messages highlighted in the video include:
- how to identify the signs and symptoms of depression;
- how environmental triggers such as racism and career frustration and risk factors like family history play a role in depression;
- general treatment options available for depression; and
- how to find an appropriate doctor.
While the story lines of the three individuals are most prominent, messages from two well-known physician experts are interspersed throughout the video. In addition, former NBA
star Magic Johnson and singer Jennifer Holiday, echo the prevalence of depression in the African-American community and the treatment options available.
Laying the Groundwork
From a branding standpoint, the video went a long way toward building awareness of depression and providing physicians with tools to broach the subject, says Jucinda Fenn-
Hodson, Pfizer's director of multicultural marketing. Although the campaign never mentions Pfizer's depression drug Zoloft, it set the stage for African Americans to feel more
comfortable about seeking treatment for the disease.
Given the sensitive subject matter, the video focus was critical because videos can be watched privately at home, shared with family members and watched several times. Simply
using a booklet would have had limited success as they tend to get lost or thrown away, says Fenn-Hodson.
So far, Pfizer's investment in the campaign appears to be paying off by moving the needle on the company's image in the African American community. In addition to the 40,000
tapes that have already been distributed, thousands of requests continue to come in from physician offices, managed care organizations and churches, says Fenn-Hodson. Last year,
the video also aired in Washington, D.C., which is a top African-American media market. (PeerMed, Kathy Doyle, 212/251-7970; Pfizer, Jucinda Fenn-Hodson, 212/733-5569)
Depression Myths
Depression affects 20 million adults in the U.S. annually. The condition affects women more often than men, particularly those who are between the ages of 25 and 44. Although
Caucasion harbor myths and misperceptions about the disease, negative attitudes are more intense in the African American community. The National Medical Association found:
- African Americans are more likely to believe that depression is "normal;"
- 63% of African Americans believe depression is a "personal weakness;" and
- only 31% of African Americans believe depression is a health problem.
PeerMed
Headquarters: New York
Founded: 1990
Focus: traditional and consumer health education
Strategic Alliances: American Nurses Association, American Academy of Family Physicians
Web site: http://www.peermed.com