April 16, 1999

What do Indiana Jones and the Temple of Doom, Star Wars, E.T., and an American Psychiatric Association public service announcement have in common? All are projects of George Lucas's acclaimed Industrial Light & Magic (IL&M) Production company.

IL&M, described in a recent "60 Minutes" segment as the "jewel in the Lucas crown," is the special-effects company that has brought high-quality and Academy Award-winning production values to thousands of film and broadcast projects for the last 20 years, including the upcoming "Star Wars" prequel and "Depression Can Be Treated," a 30-second television public service announcement produced for APA.

The "pro bono" project was the idea of Alex Seiden, an IL&M producer and son of APA member Anne Seiden, M.D. Struck by the tragedy of adolescent suicide, its relationship to clinical depression, and its devastating impact on families, Seiden offered his services and those of IL&M. The spot was filmed in March with an award-winning crew.

The 30-second spot focuses on depression awareness through a dramatic revelation to the viewer of the potentially devastating result of untreated depression, suicide. The camera's eye sees into a family's life immediately following the suicide of a son. The message is: Depression is an illness. It can be treated.

As a "pro bono" or "at cost" project, all cast and crew worked at equity scale, and both the home and San Rafael Fire Department ambulance used in the location shooting were donated. The donated and volunteer services reduced the cost of the project from an estimated six figures to $25,000. The "at cost" expenses, duplication fees, and promotional costs are supported through an unrestricted educational grant from Eli Lilly and Company.

The next steps on the project for IL&M and APA's Division of Public Affairs are to put the finishing touches on the project and "package and place." Following the tentatively scheduled premiere showings of the spot at APA's annual meeting next month, the spot will be made available throughout APA, placed with television and cable networks, and promoted to broadcast professionals through organizations such as the National Association of Broadcasters, a release to Variety, and collaboration with the media outreach activities of the Mental Health America's depression-awareness campaign.

The project offers a multitude of additional opportunities, including the potential for cooperation from the U.S. Surgeon General's office, a joint suicide-awareness endeavor with MTV, and a story in Rolling Stone.

"It's a unique and rare opportunity for psychiatry to get its message to the public," said APA president Rodrigo Muņoz, M.D. "This is the big time!"