Ransom Notes

[John]

NYU Child Study Center Public Awareness Campaign
By Keath Low, About.com
Updated: December 21, 2007

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“We Are in Possession of Your Son. We Are Making Him Squirm and Fidget Until He is a Detriment to Himself and Those Around Him. Ignore This and Your Kid Will Pay.”

The New York University Child Study Center has launched a provocative public awareness campaign called “Ransom Notes.” Dr. Harold S. Koplewicz, founder and director of the Center (which is dedicated to preventing, identifying and treating childhood psychiatric and learning disorders), notes that “Twelve million American children and adolescents face daily battles with psychiatric disorders, yet childhood mental illness remains stigmatized, under-diagnosed and undertreated.”

“Left untreated, these illnesses can hold children hostage. That’s why we’ve chosen to deliver our message in the form of a ransom note,” says John Osborn, president and CEO of BBDO (an Omnicom agency that is producing the campaign pro bono). “We hope the campaign will act as a wake-up call to families, educators and healthcare professionals, and spark dialogue so children can get the help they need.”

The ads target six specific disorders –- ADHD, Asperger’s Syndrome, autism, bulimia, depression and obsessive compulsive disorder. They all end in the tag line, “Don’t let a psychiatric disorder take your child.” The public service announcements began running this past week in New York magazine and Newsweek, as well as on kiosks, billboards and construction sites around New York City.

Reactions have been mixed. Many have expressed outrage. Kristina Chew, mother of a 10-year-old son with autism, is quoted in a New York Times article. “It emphasizes a lot of negative aspects,” she said. “To say that autism or bulimia has kidnapped a child suggests that these conditions are part of a criminal element. I’m not saying it’s easy to have an autistic child, but it could be framed in a more positive way.”

Others have said that the announcements reinforce a stereotype that there is something damaged about a child with a psychiatric disorder. Petitions have been circulated asking the Center to end the campaign.

Bennett L. Leventhal, a professor of psychiatry at the University of Illinois Medical Center, says that he understands the concerns. “We live in a world where people are still defensive about having a psychiatric illness,” he said. “But I think it’s a very bold campaign. I think the ads speak to the point that these are real diseases and if you don’t do something they can consume your child.”

What do you think?

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add.about.com/b/2007/12/20/update-on-the-ransom-notes-public-awareness-campaign.htm

[misty]

I agree with the last guy. I think its a good way to get to parents who are afraid to get their child diagnosed. I think they will get the message across that if they don’t do something the illness can consume their child.

[John]

I just wish some well known public figure; think movie star, rock music star, celib, would come out and say something like, ''My son/daughter has ADD and this is how it has affected our family and this is what I'm going to do to make it more public''.

[jill]

I agree with John for a public person will also bring it more out in the open and with that comes knowledge and education.

[rakuflames]

Mar 13, 2008 8:39:13 GMT -5 John said:

I just wish some well known public figure; think movie star, rock music star, celib, would come out and say something like, ''My son/daughter has ADD and this is how it has affected our family and this is what I'm going to do to make it more public''.

I tend to agree with that. A fair number of people -- even professionals -- seem to have an attitude that "it's only AD/HD," and don't realize just how much of a lifelong, very real, problem it can be.

[bugsmom]

Mar 13, 2008 8:39:13 GMT -5 John said:

I just wish some well known public figure; think movie star, rock music star, celib, would come out and say something like, ''My son/daughter has ADD and this is how it has affected our family and this is what I'm going to do to make it more public''.

John, I totally agree with you on this one. I can't think of one celeb or public figure that has ever stepped up and confronted this issue. I wonder if their all afraid Tom Cruise and his nutty scientologists will come and picket in front of their houses!