A graduate student culminating project by Alexis Crase

1. HAPPY HEALTHY SJSU
A GRADUATE STUDENT PROJECT
Created by Alexis Crase

2. W H A T W E ' L L
C O V E R
Special thanks to my advisers, Tim Hendricks,
Michael Brito and Kell Fujimoto, as well as the SJSU
Student Wellness Center for content assistance
and Ines Ben Cheikh for the logo.
About
Project Goals
Components
Design
Content
Website
Social Media
Project Outcome
Obstacles
What Now
Questions

3. A B O U T
Mental health stigma is detrimental to those
suffering from a mental illness. Despite the fact
that mentally ill individuals are far less likely to
commit an act of violence than a non-mentally
ill person, society perceives those that suffer
from a mental health condition to be
dangerous, or in some way weak. These beliefs
ultimately discourage those who need help
from getting it, and many people with treatable
mental health conditions continue to suffer
untreated, with a portion turning to suicide.
This reality, coupled with the growing rate of
mental illness amongst college students in
particular, is the driving force behind Happy
Healthy SJSU, a campus-wide social initiative
meant to lessen stigma surrounding mental
illness on the San Jose State campus.

4. I n t e n d e d S J S U I m p a c t
In conjunction with Counseling & Psychological
Services and the Student Wellness Center,
Happy Healthy SJSU's goal is to educate
students on mental illness and the surrounding
stigma, and start the discussion about mental
health on campus, as a way to alleviate the
stigma that prevents many students from
getting the necessary help and support.
One of the primary reasons I entered this
program was to gain the skills necessary to
move forward in my career. My desire: to work
in social media content management.
Therefore, in my eyes, it was essential to do a
project that allowed me to practice and develop
the skills I want to come away from this
program with.
This includes experience in:
-Website Design
-Brand Development
-Social Media Management
-Content Creation
-Content Planning & Scheduling
-Copyediting
I n t e n d e d P e r s o n a l I m p a c t
P R O J E C T G O A L S

5. Blog Site
The primary component of Happy Healthy
SJSU is the blog site, HappyHealthySJSU.org.
Going in, it was my intention to use this site
to curate information on topics related to
mental health pertaining to San Jose State
University students, which was to be
provided by the Student Wellness Center
and CAPS.
Facebook
In order to reach SJSU students with
information posted to the blog site, I also
set forth with the intention to create a
Facebook page, where I planned to
promote posted content from the site, as
well as other material on mental health.
Twitter
My intent was to create a Twitter page as
well, for the same purpose as the
Facebook page - to promote blog content.
C O M P O N E N T S

6. D E S I G N
develop the final logo, pictured above. Next, I created a color
palette, primarily utilizing the shades of blue and gold in the logo
design to maintain an image consistent with San Jose State. I also
used the red hue from the logo as a secondary color, but chose
to exclude the shades of green, as I wanted to stick to a palette
of primary colors. As far as photos go, I utilized stock photos of
San Jose State, as well as of students and various young adults.
As for the font, I relied on Open Sans and Open Sans Light for
the primary text, with Alike being used for titles and headers.
The design started with
the logo. I wanted
something that reflected
San Jose State, as well as
health, wellness,
support, knowledge and
strength. With this in
mind, Ines created a
series of designs, which
we worked from to
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7. C O N T E N T
Short Form Articles
Provided by CAPS with
Resources for Students
Information on Relevant
Organizations and
Campaigns at SJSU
Information on Relevant,
Upcoming Events at SJSU
Details on Workshops Being
Offered by the Wellness
Center
Announcements from CAPS
The intent was to post content on topics related to mental
illness and general mental health and wellness, provided by
CAPS, to the blog twice a week. Additionally, the plan was to
post to both Twitter and Facebook five times a week: twice to
promote that week's blog posts and three times to share other
information, such as videos and articles on mental health from
local nonprofits and reputable organizations and publications.
As Happy Healthy SJSU progressed, it quickly became all that
and more. Over the course of the semester, content posted to
the blog included:

8. H a p p y H e a l t h y S J S U . o r g
T H E S I T E

9. | FacebookSOCIAL MEDIA
Announcements were posted to social media a
few days in advance of the 02/01 launch. In the
nearly three months that this campaign has been
live, the Happy Healthy SJSU Facebook page has
been relatively successful.
According to Facebook analytics, Happy Healthy
SJSU earned:
75 people reached each
month on average
112 post engagements on
average
15 followers
Although engagement on Facebook was lower
than desired, I believe this was a result of a lack
of paid media. Targeting such a specific
audience organically, and in a short time period,
proved challenging.

10. | TwitterSOCIAL MEDIA
In the nearly three months that this campaign
has been live, the Happy Healthy SJSU Twitter
handle (@HappyHealthSJSU) has been
successful in both reach and engagement.
According to Twitter analytics, in the 90 days
being measured, Happy Healthy SJSU earned:
16.0K impressions overall
177 impressions per day
2.5% engagement
78 followers
Although clicks, retweets and likes were all
lower than desired, with each one averaging
one per day, I believe this was a result of a lack
of paid media (much like with Facebook). Given
the limitations of organic reach, I am happy
with these results.

11. S O C I A L M E D I A C O N T E N T
Blog Content
The majority of posts were links to posts made on the Happy Healthy SJSU
blog site. Occasionally, posts were also made promoting the site in general, or
reminding students of content/events previously posted.
Retweets
(specific to
Twitter)
To increase engagement, I also retweeted relevant content from similar
handles, including MIND Your Health SJSU (a short campaign on the signs of
mental illness) and Active Minds SJSU (a student organization).
Videos on
Mental Illness
On occasion, I also posted links to videos from reputable sources regarding
topics like mental illness stigma and bipolar disorder.
Articles on
Mental Health
I generally posted several related articles a week as well, also coming from
reputable sources such as Psychology Today, NAMI and Huffington Post.
Throughout the initiative, the following hashtags were utilized on post copy:
#socialSJSU | #HappyHealthySJSU | #SJSU | #mentalhealth

12. To be honest, it wasn't a straight path to this project
destination and even after I arrived here, it was a lot of
consistent, diligent work. However, in the end, I'm very
happy with the results. I'm proud of the brand and
image I've developed, the organic reach I've generated
and the growth I've accomplished, all in pursuit of
something I'm truly passionate about: mental health
awareness.
P R O J E C T O U T C O M E
Not only that, but I was successful in my
goal of personal professional growth, and
throughout this journey I've gained skills
and knowledge in website design, brand
development, social media management,
content creation, and much more. Overall,
it's been a rewarding experience.

13. O B S T A C L E S
My original thought was to create a
mental health resource site for students
at San Jose State. However, I hadn't
thought of such things as the need to turn
off blog comments and the reputability of
content sources, which my advisers
brought to my attention. These may seem
like common sense, considering that I'm
not an expert in the area of mental health,
but at that stage my focus was on the
bigger picture. Luckily, this obstacle was
met early on and I was able to modify my
advisory team and shift my project
medium from a website to a blog, which
would feature content coming from
subject matter experts.

14. W H A T N O W
Now that I am nearing the end of my time at
San Jose State, I plan to stop posting content to
HappyHealthySJSU.org and its Facebook and
Twitter pages. However, as it was decided early
on that this initiative is something that could
have a potentially positive impact on students
at San Jose State, it is the intention of myself
and CAPS to find someone to replace my role
and continue posting content during future
semesters. If an individual is identified, as
hoped, the domain name and login credentials
for all accounts will be passed off, as well as all
of the contacts I've acquired for content and
other information.

15. Thanks for
listening!
Does anyone
have any
questions?