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'We can help us' Teen Suicide Prevention Campaign

'We can help us' Teen Suicide Prevention Campaign



June 16 2010 Webinar on the new SAMHSA/ Ad Council Teen Suicide Prevention Campaign 'We Can Help Us'

June 16 2010 Webinar on the new SAMHSA/ Ad Council Teen Suicide Prevention Campaign 'We Can Help Us'



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    'We can help us' Teen Suicide Prevention Campaign 'We can help us' Teen Suicide Prevention Campaign Presentation Transcript

    • Extending the ‘We Can Help Us’ Teen Suicide Prevention Campaign into Your Community
      Nancy Ayers, SAMHSA; Tracy Della Torre, Ad Council;
      Susan Keys, Inspire USA Foundation
      June 16, 2010
    • Agenda
      Overview and Introductions
      Campaign Background
      • Objectives
      • Key research findings
      • Strategy
      Website Review
      Available Assets
      Completed Distribution and Availability
      Opportunities and How-To
      • Access materials
      • Promote
      • Conduct outreach
    • Campaign Background
    • Campaign Background
      SAMHSA/Ad Council Collaboration:
      SAMHSA works with the Ad Council to deliver issue specific PSA campaigns to a national audience.
      Ad Council Model:
      Leverage relationships with:
      Ad agencies: Pro-bono strategic & creative development
      Media: Donated airtime and space
      Develop comprehensive, integrated campaigns to engage the consumer
      Distribute PSAs to media outlets nationwide
    • Campaign Collaborators
      Inspire USA:
      A non-profit foundation dedicated to promoting mental health and well being of young people
      Ad Council/Inspire collaboration:
      Exploratory research findings
      Opportunity to leverage ReachOut.com, Inspire’s online web resource for mental health and suicide prevention
      Panel of noted Suicide Prevention Experts:
      Provided feedback on research design and protocols
      Reviewed and approved communications strategy and all creative concepts
      Included: Madelyn Gould, Jane Pearson, Jerry Reed, Frank Campbell, Dan Reidenberg, Susan Keys, Eileen Zeller, Richard Mckeon
    • Communications Objectives
      To reduce the rate of teen suicide by:
      • helping teens effectively cope with tough times
      • offering support and resources to help prevent the feelings of alienation and loss that can be a factor in teen suicide attempts
    • Exploratory Research Design
      13 one-on-one interviews held in Chicago, Los Angeles, and Atlanta.
      Interviews explored personal difficulties, help-seeking, and what teens look for when looking for help and support.
      Respondents varied significantly in both their level of suicide risk and in the physical security of and emotional distress associated with their life circumstances.
      Three teens were deemed to be “at risk” for attempting suicide.
      Mix of gender, race (African American, White, and Hispanic), and urban/suburban residence.
    • Key Insights from Exploratory Research
      Teens expressed discomfort about discussing personal problems with older authority figures.
      Expressed interest/willingness to engage with peers in anonymous online space.
      Seek to hear real stories from real teens who have made it through tough times.
      Interested in learning ways to cope with tough times.
      Gravitate towards authentic and hopeful messages and stories.
    • Communicating the Issue
      Opportunity: Use online and digital media to help teens cope with personal and mental health issues.
      Target: 13-17 year olds, in particular those who are stressed, depressed, or who may have considered suicide.
      Desired Outcome: Convince teens that they are not alone by sharing stories of peers who have overcome similar struggles.
    • Communicating the Issue
      Key Message:Relief is closer than you think.
      Support:Campaign landing page, ReachOut.com, and Suicide Prevention Lifeline
      Tone:Positive, optimistic, authentic
      Call to Action:Go online to hear from other teens who have been there and made it
    • Leveraging the Capacity
      of the Internet and social media
      An on line mental health intervention developed for youth, by youth based on evidence based principles.
    • Available Assets
    • Print/Outdoor
    • Print/Outdoor
    • Web Banners
    • Distribution and Availability
    • TV and Radio
      National distribution for placement in donated time and space
      PSA Alert emails to 1,680 media outlets
      Digital: 1,200 (sent 3/31)
      Hard kits: 1,900 (shipped 3/29)
      Local broadcast
      Network cable
      Local cable
      Digital: 11,000 (sent 3/31)
      Hard kits: 6,650 (shipped 3/29)
    • Print, Outdoor, Web Banners
      Print: Shipped 3/30
      • Magazine CD mailers sent to 15 publications that index high for teens
      Mall Posters: Shipped 3/26
      In School Posters: Shipped 3/30
      • Sent through the Weekly Reader network to 5,000 guidance counselors at secondary schools nationwide
      • Packet included posters and letter to counselors highlighting the issue of teen suicide
      Web Banners
      • General distribution to sites and networks
    • Digital Media
      Verizon 3-Screen Partnership
      Will run web banners, mobile banners and TV spots
      Video Sharing
      PSAs posted to Ad Council YouTube channel and other video sharing sites
      Mobile Keyword
      Call-to-action included in all PSAs
    • Access to PSAs
      To View: visit ‘Teen Suicide Prevention’ campaign page on adcouncil.org
      To Download Broadcast Quality Spots: visit adcouncil.tv
      Quick registration and log-in required to access spots
      For Use by the Media: visit psacentral.adcouncil.org
      Registration and log-in required
      To Listen: visit ‘Teen Suicide Prevention’ campaign page on adcouncil.org
      To Download Broadcast Quality Spots: visit psacentral.adcouncil.org
      For Use by the Media: visit psacentral.adcouncil.org
    • Access to PSAs
      Web Banners: visit psacentral.adcouncil.org
      By Phone: 1-877-SAMHSA-7
      Online: visit
    • Opportunities and How To
    • Partner Outreach
      Forward the launch announcement to your constituents on list-serves or in personal correspondence – encourage them to share it.
      Post the new PSAs on your organization’s website, as well as a link to the launch announcement (http://multivu.prnewswire.com/mnr/adcouncil/43256/).
      Discuss the campaign in your newsletters and other publications.
      Post about the campaign and share the release, PSAs, viral videos and link to reachout.com on your social media channels (Facebook, Twitter, etc.).
    • Partner Outreach
      Discuss the campaign at your organization’s conferences and any additional conferences .
      Make local schools and school counselors aware of the PSA campaign and its online resources.
      Introduce local youth-focused organizations to campaign materials to be shared with youth members.
    • Media Outreach
      Make a list of the TV or Radio stations (or local magazines/newspapers) in your area that you would like to contact.
      a personal phone call is most effective
      Prepare what you are going to say to the public service or community affairs director
      how this campaign will help the local community, mental health and suicide statistics
      information about local crisis centers
      campaign web site and Fact Sheet
    • Media Outreach
      Call during business hours
      Follow-up a few weeks after your call
      If they’ve run the PSA, thank them.
      If they haven’t, ask if they have any additional questions or need more information or materials.
      If possible, follow-up a few months later (after they run the PSA) to report back on the impact of their support
      Maybe you’ve seen the PSAs running or heard from others who have
      Maybe you have seen an increase in call or visits locally
      Feel free to share any anecdotal stories from individuals that will help drive home the importance—and the impact—of these PSAs.
    • For more Information:Write to: info@sprc.orgFor additional campaign information: http://www.adcouncil.org/default.aspx?id=646 or http://www.sprc.org/grantees/webinar/WeCanHelpUs_handout_061610.pdf