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U.S. Department of Health and Human Services Department of Health and Human Services
Substance Abuse and Mental Health Services Administration

Substance Abuse & Mental Health Services Administration

Last Updated: 6/22/2012

SAMHSA’s Resource Center to Promote Acceptance,
Dignity and Social Inclusion Associated with
Mental Health (ADS Center)


Applications were due on June 20, 2008. Information below is for historical purposes only.

The Substance Abuse and Mental Health Services Administration (SAMHSA), Center for Mental Health Services (CMHS), Resource Center to Promote Acceptance, Dignity, and Social Inclusion Associated with Mental Health (ADS Center) is accepting applications for Campaign for Mental Health Recovery (CMHR) State Implementation Projects. The ADS Center is operated by contract with Macro International Inc. Information on the ADS Center is available at:

The purpose of these awards is to support and enhance the CMHR through the development of State outreach and community-based efforts, mental health education and social inclusion activities. Proposed activities must include a multicultural target audience of young adults who are 18-25 years of age, particularly focusing on mental health awareness and education among the Hispanic American, African American, Asian American, and Native American populations.  SAMHSA’s Campaign for Mental Health Recovery is a multi-year, national, public education campaign to educate the general public about mental health conditions. The CMHR has produced and will continue to produce television, radio, and print public service announcements (PSAs) as well as indoor, transit, Web-based, and outdoor advertising targeting the general public and specific sectors of the population. More information on the Campaign is available on the CMHR Web site at

What are the 2008 CMHR State Implementation Projects?
In July 2005, SAMHSA published Transforming Mental Health Care in America: The Federal Action Agenda—First Steps. This report, led and developed by CMHS, contains 70 action steps to transform the mental health care system with the goal of recovery for individuals with mental health problems. The very first step of the action agenda calls for a national campaign to reduce stigma associated with mental health problems, promote social inclusion and recovery, and encourage those in need to seek help and support. SAMHSA’s Campaign for Mental Health Recovery is a multiyear, national public education campaign to educate the general public about mental health concerns. The CMHR has produced and will continue to produce television, radio, and print public service announcements (PSAs) as well as indoor, transit, Web-based, and outdoor advertising targeting the general public and specific sectors of the population. The impact of the CMHR will be measured to evaluate reach, awareness, utilization, and shifts in public attitudes and behavior.

On December 4, 2006, SAMHSA officially launched the first round of Campaign for Mental Health Recovery at the National Press Club in Washington, DC. Television and radio public awareness advertisements developed for the campaign were shown and released. The launch of the campaign Web site was also announced: The launch generated over 100 media stories by national and local television, print, and radio media. Print advertising was also released. These materials can be obtained in the “media center” section of the CMHR Web site at or by calling the SAMHSA’s National Mental Health Information Center at 1-800-789-2647.

The first round of the CMHR has targeted a general audience of young adults who are 18 to 25 years of age and encourages, educates, and inspires them to step up and support friends they know are experiencing a mental health problem. According to SAMHSA, in 2005 there were an estimated 24.6 million adults aged 18 or older who experienced serious psychological distress (SPD), which is highly correlated with serious mental illness.  This research showed that 18 to 25 year olds have the highest prevalence of mental health problems, but is the age group with the lowest rate of help-seeking behaviors.

The second round of the Campaign, currently in development with an expected launch in the fall of 2008, will use social marketing strategies to develop radio and print PSAs to address mental health awareness among the Hispanic American, African American, Chinese American, and Native American populations.  This particular effort builds on the current target CMHR audience and is primarily concerned with the young adult community, and the peers of those experiencing mental health problems.

Critical to the success of the CMHR is the expansion of statewide and community- based efforts to further promote and expand campaign efforts. Specifically, the CMHR State Implementation Projects will provide statewide consumer-run mental health organizations offering services to adults, infrastructure development for campaign implementation through needed technical assistance and training, and provide resources to educate, maintain, and expand statewide activities to support the campaign’s efforts to promote social inclusion.

To learn more about the Campaign, you may access the Campaign fact sheet at or visit the Web site,

For additional information on SAMHSA’s mental health efforts to support social inclusion, visit

Please note: For more information on SAMHSA grant opportunities, visit

How may my organization use the funds?
SAMHSA recognizes that each applicant will start from a unique point in developing CMHR supports for social inclusion. Successful applicants will put forth a detailed plan that shows direct linkages to the CMHR. The proposed social inclusion strategy must include 18-25 year olds and must include a detailed plan to increase awareness of mental health and mental health recovery among a diverse population. Project activities must relate directly to the CMHR—promoting the campaign by building on the campaign materials and activities.
Mental health related project activities may include, but are not limited to the following:

  • Establishing a speaker bureau;
  • Sponsoring a series of documentaries with panel discussions on local TV access channels;
  • Sponsoring art, photography, and craft shows;
  • Displaying art and photography exhibits;
  • Creating and conducting a social inclusion media campaign;
  • Developing or adapting CMHR PSAs with local celebrity (i.e., Alaska used an Iditarod musher);
  • Developing PSAs with mental health consumers;
  • Organizing outreach events with community-wide media and print materials including signage, posters, postcards, and stickers;
  • Developing a Web site that includes information and materials from the CMHR (i.e., Web banners);
  • Providing technical assistance and trainings to other mental health organizations to include the CMHR into their activities;
  • Organizing multimedia trainings (video conferences, teleconferences) to promote collaboration and to address specific community needs;
  • Sponsoring educational town hall meetings or dialogues;
  • Establishing a drama troupe to educate the community about mental illness;
  • Developing mental health consumer educator programs where they can reach out to the community;
  • Organizing media watch programs where various individuals volunteer to contact local media when stigmatizing views/language is used;
  • Localizing CMHR efforts (e.g., PSAs) with labels specific to an organization.
  • Organizing and hosting film festivals;
  • Establishing film contests for young adults who create short films addressing mental illness and stigma reduction;
  • Developing education efforts to reach college students;
  • Developing efforts for underserved populations.

Adult statewide consumer-run mental health organizations offering services for adults will be awarded subcontracts to support State and community efforts to implement the CMHR. Subcontract applications will be rated based on their effectiveness in implementing their planned activities and in promoting social inclusion.
Funding is not available for the following:

  • Direct behavioral/mental health care;
  • Any activity that violates local, State, or Federal laws or the terms of the CMHS contract with Macro International Inc.;
  • Payment for professional services not directly related to the proposed activities that support the CMHR;
  • Costs for the creation of new organizations;
  • Fundraising;
  • Indirect costs/institutional overhead. “Indirect Costs” are those not readily identifiable with a particular cost objective, but are necessary to the general operation of a nonprofit organization and the conduct of the activities it performs;
  • Subgranting or regranting. (pass through)

The final selection of award recipients will be based on the evaluation score, geographic representation and ethnic diversity, project innovation, and other factors.

Eligible applicants are statewide, domestic public, and private nonprofit, 501(c) (3), entities that meet the following requirements:

  1. An applicant organization must be controlled and managed by adult mental health consumers and it must be dedicated to the transformation of the mental healthcare system to be consumer and family driven. Their primary focus must be activities related to adults with mental illnesses.
    • A consumer as defined by SAMHSA is an individual, 18 years of age or older, who has received or is receiving mental health services. 
  2. An organization must have a Board of Directors comprised of more than 50 percent consumers.
    • An applicant organization must be able to demonstrate that more than 50 percent of their Board of Directors meets the SAMHSA definition of an adult mental health consumer.
  3. An applicant organization must complete the Certificate of Eligibility indicating that the applicant meets all eligibility requirements. Applicants must also provide necessary supportive documentation specified in the Certificate and upon request, verification may include a list of Board members of which more than 50 % who are listed are self-identified as consumers.
  4. An applicant organization must be dedicated to providing mental health education, supporting social inclusion, and promoting recovery to adults with mental illnesses who are 18 years or older.

The statutory authority for this program prohibits funding to for-profit agencies.

2007 CMHR awardees are not eligible to apply.

Expectation of Project Awardees

Organizations selected to receive a CMHR project award will be expected to participate in the following activities during the course of the project cycle:

  • Quarterly teleconference calls with other CMHR projects to exchange information on project implementation and challenges.
  • Two training teleconferences with the CMHR community including state coordinators, partners, and supporters of the campaign where projects will share information about their activities.

CMHR Project Awardees will also be expected to:

  • Regularly communicate with and/or respond to communications from Campaign liaisons in order to receive technical assistance, provide updates, and discuss successes and challenges related to project.
  • Prepare and submit a monthly report (template will be provided) by the 10th of each month to Campaign liaisons.
  • Prepare and submit a final report at the end of project cycle to Campaign liaisons.

Award Information

Funding Mechanism:


Anticipated Total Available Funding:

$300, 000

Anticipated Number of Awards:

12 awards

Anticipated Award Amount:

$15,000 up to $25,000 in total costs (direct and indirect)

Length of Project Period:

1 year (12 months from award date)

Proposed budgets may not exceed $25,000.

What is the award period?
The award period is for 12 months, beginning when the subcontract agreement with Macro International Inc. (Macro) is signed. Macro is the contractor responsible for operating the SAMHSA Resource Center to Promote Acceptance, Dignity, and Social Inclusion Associated with Mental Health (ADS Center).

How does my organization apply?
The application forms are available for download from the Featured Pages section of the ADS Center Web site at: or upon request at

Applicant organizations must provide one original and six copies of the application cover sheet and completed application narrative package.

The narrative package is limited to a maximum of 10 single-spaced pages (do not count the application cover sheet, project director’s resume, letters of support, or budget) in 12-point Times New Roman type size. The application must be postmarked by the U.S. Postal Service no later than June 20, 2008. Pitney Bowes post marks will not be accepted. Applications will not be accepted by e-mail or fax. Please do not send backup materials that are not requested specifically, such as videotapes. They will not be reviewed and cannot be returned. 

Incomplete applications will not be accepted or reviewed under any circumstances!

How will applications be reviewed?
The review process will be administered entirely by Macro and will include a review panel of mental health consumers, ADS Center Steering Committee Members, and CMHR Workgroup Members.

The primary focus of the proposed project must directly support the goals and activities of the CMHR and must include the CMHR target audience, 18- to 25-year-olds. Each application will be evaluated according to strict adherence to the instructions provided and the following criteria (100 total points).

1) Project Approach and Activities (50 points): A statement of your project objectives, your target audience, your key activities, and a timeline of key activities. Describe in detail what makes your project innovative and/or unique to your State and/or community.

2) Project Director/Partnerships (25 points): A brief description of who will direct the project, including a resume of his/her skills and experience (a maximum of two pages) and a detailed description of the role of the partners on your project. Please list the names and contacts of statewide and community groups partnering with you on the project. The number of partnerships is not limited. However, you must provide at least two signed letters of support that specifically outline how your partners will work with you. (Note: Letters of support are not subject to the narrative application page limit.)

3) Project Effectiveness (15 points): A description of your project plan to measure project effectiveness. For example: How many people will you train? How many events will be held? You will be asked to describe how you will meet the objectives listed in the Project Approach section of your application.

4) Budget (10 points): A detailed, line-item budget and justification of the funding amount requested. A budget template is provided. You will be asked to provide details on your proposed personnel and other direct costs. The budget template provides a detailed listing of what is not fundable under this award. Complete instructions on how to develop your budget is outlined on the budget template.

How will the award be administered?
Funds will be administered by Macro. Each awardee will enter into a subcontracting agreement directly with Macro. Upon completion of the subcontract agreement with Macro, 70 percent of the award will be paid to the awardee. The balance will be paid upon completion of the project and the submission of the required reports.

Where do I submit my application?
Submit your application by mail (overnight courier or U.S. Postal Service) no later than Friday, June 20, 2008 to:

Michelle G. Hicks
Director, SAMHSA ADS Center
C/o Macro International Inc.
11420 Rockville Pike
Rockville, MD 20852

Where can I find additional resources?
 For additional information regarding Campaign for Mental Health Recovery efforts and other social inclusion activities, please visit these sites:
SAMHSA’s Campaign for Mental Health Recovery

SAMHSA’s Resource Center to Promote Acceptance, Dignity, and Social Inclusion Associated with Mental Health (ADS Center)      

For questions on CMHR Project issues, contact:
Ruth Montag
Senior Technical Assistance Specialist                                                        
11420 Rockville Pike
Rockville, MD 20852
(240) 747-4955


May 19, 2008:

Applications available

June 20, 2008:  

Applications must be postmarked

July 16, 2008:

Awardees notified

Documents needed to complete a project application:

  1. 2008 Campaign for Mental Health Recovery State Implementation Projects Summary Sheet (PDF 79Kb)
  2. 2008 Campaign for Mental Health Recovery State Implementation Projects Budget Template (PDF 132Kb, Excel 61Kb)
  3. 2008 Campaign for Mental Health Recovery State Implementation Projects Certificate of Eligibility (PDF 129Kb)


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This Web site was developed under contract with the Office of Consumer Affairs in SAMHSA’s Center for Mental Health Services. The views, opinions, and content provided on this Web site do not necessarily reflect the views, opinions, or policies of SAMHSA or HHS. The resources listed in this Web site are not all-inclusive and inclusion on this Web site does not constitute an endorsement by SAMHSA or HHS.