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This story involves image building for a mental health agency located in Queens County. Data from the 2000 U.S. Census shows it to be the most diverse county in the nation with hundreds of different languages spoken by students in its public schools and 25% of its population having immigrants/first generation American status.

In 1992 Transitional Services for New York, Inc. (TSI), a $12 million mental health agency, sought to increase its visibility through a planned outreach program. At that time, more than 1,000 clients annually were receiving assistance in residential, clinical, continuing treatment, vocational and socialization services. Few in the communities it served had any information about its existence, mission, goals or objectives.

Several key elements were put into place: one was to establish a schedule for news releases to be sent to local (community) weeklies in various languages. Simultaneously, an Advisory Board was instituted and its members were selected because of their prominence in civic and community business activities. A newsletter was developed.

In 1993, we had a fundraiser with Natalie Cole in concert followed by a dessert party. The yearly Holiday Spirit Fund was a direct mail appeal. The contacts of the Advisory board provided additional revenue and the use of their names promoted annual giving and grants. The development piece of the program was already yielding new monies.

Beginning in the campaign's first year and thereafter a devoted effort was made to educate the newly appointed Advisory Board members. The learning curve was extremely positive. Yet, at one Advisory Board meeting a client was introduced. She suffered anxiety disorders but through treatment and care had resurrected her life. She spoke of how far she had come from living in squalor, unable to care for her personal needs to that day when she said she was seeking part time employment and even had a boyfriend.

After she left the room the first question asked was: "What's wrong with her that she can't work full time?" Perhaps, the Executive Director concluded, the message about the definitions of mental illness had not penetrated completely. During the first year, TSI also produced a 14-minute videotape depicting the agency's mission. It starred its staff and clients. One client said he fought to be taken to a program like TSI's. In his words, he saw TSI as "my ticket to a normal life." Those words became the title of the videotape.

The presentation had some powerful moments. It was seen on Queens' public access television channels and at oral presentations before civic groups. The latter was part of a Speakers Bureau program instituted to reach out to community organizations.

Two mentally ill adults met at a day program, fell in love and chose to live together in a TSI Supported Housing apartment. The following year, after nine months of tremendous difficulties for the young woman, the couple became the parents of a healthy, chubby, smiling 6-1/2 lb. girl. A major daily newspaper, Newsday, found the story appealing that they featured it in over a page and a half, complete with photos. The reporter got the message right. She refrained from using medications because psychotropic drugs would harm the fetus. Therefore, she spent weeks at a time in a hospital fighting the effects of bipolar illness without meds. Meanwhile, the father painted baby furniture, put up curtains and decorated the infant's room. The photographer captured this family in the nursery. The reporter quoted the parents. It was a normal family situation despite the parents' diagnosis. The story was reprinted and mailed to TSI's entire "family" which now included a thousand or so plus dozens of public officials.

In 1998 TSI contracted to rent a storefront in order to provide a day treatment program primarily geared to a Hispanic population. It became obvious from the start of a Community Board meeting, that there was opposition to this project. Nevertheless, a ribbon-cutting ceremony was planned, but hours before the ceremony was to take place a group of 15 men and women assembled at curbside and proceeded to picket the center. As stated by the spokesman, fear of the mentally ill urinating in the streets, becoming violent and sleeping in their parks drove a procession of mostly elderly with some women with baby carriages to march back and forth. Only the cold of winter reduced the relentless daily outcries when it became obvious that the clinic would remain open.

The following year TSI, seeking additional space, contracted for a larger administration building in a residential area. The building had been in disrepair and abandoned by the tenants. The rumor mill began almost immediately, and it was impossible to trace who began the stories that clients would be on lines in front of the building or wandering the streets.

This time there were no pickets. Quickly, public officials were called to meetings and it was explained that the administration building was the workplace for fiscal, administrative, public relations, and human resources activities only. Articles of support were written in local newspapers. Tenant groups were invited to the site.

Obviously, more research needs to be done to reverse the sad trend regarding the stigma of mental illness. It may be that American society has taken a step back before it can go forward in recognizing that mental illness is a part of millions of families. Erasing the stigma for the mentally ill is an illusive goal at present, but one that in working for, we can establish a mature society.