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International FIELD FOR HOPE Campaign Launches at 17th Annual PRISM Awards; Seeks to End the Stigma of Depression


NewMediaWire via Webwire

Supporters can ‘Pledge to Plant’ a sunflower in honor of those living with depression

April 26, 2013 

International Foundation for Research and Education on Depression (iFred) kicked off the Field for Hope campaign at the Entertainment Industries Council, Inc.’s 17th Annual PRISM Awards last night. Field for Hope is an international awareness effort that seeks to end the stigma of depression by asking supporters to “Pledge to Plant” a sunflower in honor of the 350 million people living with the disease. 

The PRISM Awards honor TV, movie, music, DVD and comic book entertainment that accurately depict substance abuse, treatment and recovery as well as mental health issues. The event featured iFred’s signature sunflower, which serves as the international symbol of HOPE for depression, and had celebrity guests record short public service announcements calling attention to the campaign.

"The PRISM Awards is the perfect event to launch Field for Hope to engage the world in joining the movement to end stigma,” said Kathryn Goetzke, founder of iFred and a leading healthcare and depression expert. “By mobilizing an online global community of advocates through ‘Pledge to Plant’ we will be able to bring much needed awareness to the impact depression has on families, communities and countries around the world. Less than 25 percent of those with depression receive treatment due to stigma, so we plant hope with sunflowers as a global symbol that treatment is possible.”

This unique movement has captured the attention of leaders, activists and media from around the world who are working to raise awareness and combat the effects of depression on individuals, communities and nations. It is the largest-scale, international effort in history focused directly on raising awareness and funds for depression research and education. Last year, the campaign successfully led to planting sunflowers in fields across Liberia, Kenya, Nepal, Germany, Mexico, Australia, the United States and more.

Not many people are aware of the severe economic impact depression has on business, commerce and development.

  • Depression is the leading cause of disability worldwide, and the greatest healthcare cost to business, accounting for sometimes more than half of all medical dollars paid (WHO, 2013).
  • Less than 25 percent of those with depression are getting help for their disease, simply because of negative perception / poor branding / stigma, and only 6.25 percent are getting adequate detection, diagnoses and treatment. (WHO, 2013)

Individuals can visit to pledge to plant a sunflower, garden or field, and encourage friends and family members to shine a light of HOPE by taking the pledge as well. For more information visit, and follow or

*Photos from the event as they relate to iFred are available by contacting Sarah Newman.

For more information, contact:
Sarah Newman, iFred, , 704-724-5394

About International Foundation for Research and Education on Depression (iFred)
The mission of International Foundation for Research and Education on Depression (iFred) is to shine a positive light on depression and eliminate the stigma associated with the disease through prevention, research and education. Its goal is to ensure 100% of the 350 million people affected by depression seek and receive treatment.  

iFred is creating a shift in society’s negative perception of depression through positive imagery and branding—establishing the sunflower and color yellow as the international symbols of hope for depression. To further its mission, iFred engages with individuals and organizations to execute high-impact and effective campaigns that educate the public about support and treatment for depression. 

About PRISM Awards               
An awards ceremony and national television special that recognizes and reinforces the industry’s hard work and great accomplishments in accurately depicting substance abuse, addiction, treatment, recovery, and mental health challenges. Produced by Entertainment Industries Council, Inc. in collaboration with flagship airing partner FX Network and News Corporation, the recognition ceremony takes place each year in April, with the national cable broadcast during National Recovery Month in September. Following its debut on FX, the PRISM Awards Showcase may be seen on cable, on-demand, on-line and on local broadcast stations. The PRISM Awards is made possible through our esteemed contributors, benefactors and entertainment industry partners.


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