New billboards aim to fight stigma of mental illness

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MADISON, Wis. (WMTV) -- Brand new billboards around Dane County will feature five people, all whom live with serious mental illness or addiction including severe anxiety, bipolar disorder, schizoaffective disorder, and alcoholism.

Journey Mental Health Center and Adams Outdoor Collaborate are partnering together to fight the stigma of mental illness and addiction in a unique high-profile year-long billboard campaign "This is my Journey.'

Adams Outdoor Advertising is donating the billboard space rental for the billboards through their nonprofit program, The Adams Collaborate Program. The donation includes two large bulletin-size and five poster-size billboards valued at $250,000.

"It’s intended to remind us how many people struggle with mental illness, but more importantly, how they thrive when they’re in recovery," Journey Mental Health Center Chief Development Officer Brian Miller said. "They're chefs, videographers, our neighbors and coworkers and this is just our way to begin a community conversation about health."

Peter Rossmeissl is featured on one of the billboards on Parmenter Street in Middleton. He was diagnosed with a mental illness in 1995.
"It warms my heart to be able to give back and help other people have an easier time living with mental health challenges." Rossmeissl said.