The Riverside County Department of Mental Health has started a campaign to reduce the stigma associated with mental illness and encourage residents to find help.

The “It’s Up to Us” campaign started earlier this year, urging everyone to stick up for people experiencing mental health problems. The Riverside County program is based on a similar one that started in San Diego County.

“The basic thing is we just want to increase awareness,” said Bill Brenneman, Riverside County’s Mental Health Services Act manager. “There are barriers to getting help.”

The $2 million campaign is paid for with money collected through the Mental Health Services Act or Prop. 63, a 2004 measure approved by voters. The act requires counties to provide mental health services and community education.

Prop. 63, better known as the millionaire’s tax, collects an additional 1 percent of income from those who earn more than $1 million a year to fund new mental health services, including counseling, job training and housing to help mentally ill people care for themselves. It cannot supplement existing programs or fund involuntary institutionalized mental health care.

The campaign is designed to increase awareness of community and school prevention and intervention programs, such as support groups, to help people before they’re in a mental health crisis, Brenneman said.

One in 4 adults and 1 in 5 children suffer from a mental health disorder, Brenneman said. More than 80 percent of people affected can recover with appropriate treatment, he said.

About 41,470 Riverside County children and adults receive mental health services annually, officials said.

Brenneman said more people probably need help but don’t seek it because of the stigma and discrimination.

“People don’t ask for help because they are afraid to lose their job, friends and family,” he said. “We’re trying to normalize the condition. We all probably know someone with a mental health disorder.”

Riverside County’s campaign encourages people to talk about mental illness, recognize symptoms, seek help and support those who might experience mental health problems.

Call 800-706-7500 or go to www.Up2Riverside.org for mental health information.