The National Academy of Television Arts & Science (NATAS) – Upper Midwest Chapter Board of Governors Award is the most prestigious Regional Emmy® Award in our chapter. It is voted on by solely by the board. The Governor’s Emmy® Award honors visionary, long-standing relationships that creatively and effectively use corporate, non-profit and broadcast resources to showcase the power of broadcasting to advance a mission or message. The award is presented to a broadcaster, advertiser or company, as well as a non-profit organization, each of whom has contributed to forward a cause.
2014 Recipients: Make it OK
Mental illness can be devastating in many ways. Aside from the obvious suffering of patients, families, and loved ones, there is the huge but hidden humiliation tied to the guilt, shame, and stigma associated with even the slightest suggestion of mental illness. It is a major human and societal problem in Minnesota that needs to be addressed in a long-term, coordinated but sensitive manner.
In 2013-2014, Twin Cities Public Television (tpt), HealthPartners, the National Alliance on Mental Illness of Minnesota (NAMI Minnesota), along with additional for-profit and non-profit partners, came together to create Make It OK, a multi-year, multimedia effort to help reduce the stigma surrounding mental illness by “normalizing” discussion of it as just another main street disorder.
TPT worked alongside all of the partners to create the Make It OK documentary series and impressive project website. In addition, the initiative created a rich variety of paid media including radio, television, print, bus signs, skyway ads, and a remarkable focus on social media engagement. These television spots supported live community events, workplace “lunch and learn” sessions, and a live statewide televised kick-off celebration leading to the four 30-minute public television documentaries produced by tpt. These documentaries were driven by the voices and stories of everyday Minnesotans, along with those of singer Jearlyn Steele, singer/songwriter Adam Levy, and comedian Maria Bamford. TPT made an extraordinary five-year broadcast commitment to this project. Hundreds and hundreds of comments from our fellow Minnesotans suggest that this approach is having real impact.