On June 12th, 2013, the Know the Signs Campaign and Runyon, Saltzman & Einhorn (RS&E) came together in a joint webinar on the programs being developed as part of the CalMHSA funded PEI Stigma Discrimination Reduction efforts. RS&E presented the overarching SDR messaging for California Mental Health Movement's Each Mind Matters; the California Public Television documentary A New State of Mind and corresponding marketing materials available on EachMindMatters.org; the ReachOutHere campaign that encourages 14-24 year olds to seek peer support in online forums; the Inoculation campaign that targets 9-13 year olds in school, on TV, radio and online; and other events being held in counties across the state of California in an effort to reduce stigma and discrimination for people with mental health challenges.