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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)


Beyond the Label
Phoenixville, Pennsylvania

Start Date

Brief Description
Beyond the Label is a multimedia initiative developed in October 2006 by the Education Unit of Cornerstone Clubhouse, a nonprofit agency in Phoenixville, PA.

Becoming part of the local community can be a difficult task for individuals with mental illnesses due to the stigmatizing views of the general public. Positive interactions with individuals with mental illnesses and knowledge about mental health can help to counter stigma and discrimination.

Beyond the Label was developed with the goals of raising awareness of mental health issues, dispelling stigmatizing views of individuals with mental illnesses, and improving the quality of life of individuals who are involved with Clubhouse services and the local community. The campaign consists of a series of eight monthly topics released in various community publications that address the following:

  1. Introduction to the Beyond the Label initiative
  2. Mental illness, stigma, and early intervention
  3. Holiday stress and mental illness
  4. Helping organizations in the community
  5. Housing and accommodations
  6. Benefits of exercise
  7. Employment pros and cons
  8. Positives of recovery

A logo for the campaign was developed and placed on posters and t-shirts, which were made available to the public. Additional outreach and education events were held during December 2006 and February 2007.

To date, several posters and t-shirts have been sold and more than 150 individuals attended educational and outreach events in December and February. At both events, individuals received a packet of mental health information. Attendees included the general public, families of individuals with mental illnesses, mental health consumers, mental health professionals, and Cornerstone Clubhouse staff members. The Beyond the Label campaign has been covered in the news media by various entities including local newspapers and magazines and the National Alliance on Mental Illness.

For additional information about Beyond the Label, you may contact Claire Mitchell-Nzerem or Sue Baldwin at or 610-935-2290.

For additional information about the Cornerstone Clubhouse, you may contact Elissa Llorens, Director, 224 Hall Street, Phoenixville, PA, 19460.


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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.