A Hidden Crisis: Mental Health & the Elderly

Stigma. Shame. A feeling that it is just part of aging. Many older individuals grew up believing that depression and other mental health issues were something to be ashamed of or to believe they should just “get over it” instead of seeking help. Studies had shown that one in five Vermont seniors suffered from treatable mental health issues, with the number of senior citizen suicides unacceptably high.

The Vermont Department of Aging and Disabilities engaged vitalink to develop an outreach campaign to educate older adults about the availability of resources to help them improve their mental health. The Peace of Mind campaign developed materials and targeted seniors, encouraging them to speak to their doctors. The vitalink team also took it a step further, partnering with physicians to make them aware of the staggering statistics and provide materials they could share with patients.

The result?

•  88% of doctors found the campaign materials helpful
  

• Awareness reached 21% in the general population & 28% for those 65+
  

•  Questions asked of doctors that related to mental health increased by 10% in the first month of the campaign
  

The team is particularly proud of the work done for the State of Vermont and the positive impact we had on helping to uncover and address this hidden crisis.