ABSTRACT
Research sponsored by the Robert Wood Johnson Foundation has reaffirmed the presence of the so-called “NIMBY” or not-in-my-backyard attitude toward the placement of a variety of public facilities including those concerned with the maintenance and improvement of mental health. This finding is indicative of the general larger problem of the stigma of mental illness. This paper examines these problems and suggests that nonprofit and governmental policy makers and providers adopt a strategic and tactical marketing perspective for dealing with the issue. Based on the problem and current environment a wellness perspective is suggested as a long term strategy that makes sense and appears workable.
