This initiative is based on scientific evidence which shows psychological therapies like CBT work - and have longer lasting results than drugs.
Imaging studies have begun to reveal CBT can render long-term physiological changes in the brain, just as antidepressants can.
That afternoon I met Sopheng Khlout, the slight, smiling, 30-something CBT president.
After bouncing, sloshing and skidding along the main street for another 10 minutes, we reached the two-room, thatch-and-metal-roofed CBT office, where a smiling young man named Sokoun Kit greeted us.
Some studies say CBT is as effective as pills -- if not more -- and has no side effects.
He laments "a tremendous bias" toward quick-fix treatments like CBT.
Jacobs now has taken the CBT insomnia cure online, devising a Web-based interactive treatment for insomnia.
Even in New York City, modern-day mecca of psychoanalysis, CBT "is spreading everywhere, " says New York psychologist Robert Leahy, author of The Worry Cure.
These will often include TLA (three-letter acronym) treatments such as CBT or RET.
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Among psychologists, CBT now has almost twice as many adherents as old-guard psychoanalysis, according to a survey by University of Scranton psychologist John Norcross.
Like CBT, it conditions your mind to be more stress-resistant.
"Whenever studies are funded by non-pharmacological groups, we find every time that CBT is more effective than sleeping pills, " says Gregg Jacobs of the University of Massachusetts.
It compared a Lunesta-style drug (zopiclone) with six sessions of CBT in 46 men and women who had struggled with insomnia for at least three months.
And that is the essence of CBT: Depression, anxiety and other ills aren't the cause of a cascade of debilitating thoughts and self-loathing--they are, instead, a result of the same.
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