This Consumer Marketing Research was conducted by 6 team members in Group #1, during the
Summer 2010 Term at UCLA Extension, with no budget and by conducting an online survey
completed by 36 people in the San Gabriel Valley on August 2010. This research for National
Alliance on Mental Illness was directed under instructor Keith Gosselin and is provided to NAMI
to help improve on creating awareness and helping the San Gabriel Valley community about
• There needs to be a more improved and dedicated website.
• There needs to be a more clear, focused, and precise attractive communication to build
stronger connection to those who want to help (including volunteering) and to those that
suffer from the illness to feel comfortable with who they really are.
• To raise memberships can mean to raise memberships in youths and minorities.
• Better communications and activities are needed. This will lead to better awareness and
connectivity, which leads to more understanding and help to the mentally ill and a better
awareness of places where the mentally ill can go for help.
Secondary Research was conducted mainly over the internet. We reviewed everything from
newspaper articles, press reports, personal interviews, reports, and research conducted by the
Substance Abuse and Mental Health Services and other organizations. (See Appendix for a detailed
list and summary.)
To support the secondary research data on mental illness specifically in San Gabriel Valley, we chose
to conduct the primary research on Mental Illness in San Gabriel Valley through online surveys.
Why Online Surveys?
• Online surveys were used to keep costs low. It is a convenient method to obtain information
quickly and effectively in our research.
• Online surveys create a higher response rate.
• Certain respondents are busy professionals and an online surveys allow them to respond at their
• Many people are hesitant in answering questions about Mental Illness in person; online surveys
give them confidentiality and freedom to express their opinion.
a) Respondents were primarily based in San Gabriel Valley and they expressed their opinions in
an Online Survey about Mental Illness.
b) The survey was conducted using Zoomerang, an internet survey software tool.
• A non-probability sample was used in order to keep the costs low and meet necessary time
• The survey was distributed to an unspecified number of people in San Gabriel Valley, through
contacts within the Team members. Thirty-six were completed and returned.
Estimate for 2009 in the
San Gabriel Valley
ETHNICITY & AGE
In our survey 86% of
respondents are Asians
• 8% of respondents are 21 and
under (school age)
• 78% of respondents are 22-34
(young adult/starting family age)
82% of respondents believe there is a stigma attached to mental illness
70% of respondents
50% of respondents think
recommend someone with mental
illness go to get help first from Doctor that a person with mental illness
or Counselor of an organization will seek advice from Friends and
specialized in mental illness Family first
6% of people will go to religious or
spiritual leaders for advice or help
97% of respondents agree that parents can play a key role
in identifying and treating young adults with a mental illness.
27% of these 97% think “group meetings with psychologists”
are most effective in helping mentally ill people and their families.
Celebrities and Sponsors
75% of respondents think they are very
affective, in order to grab attention
8% of respondents say that
they are not affective at all
Influential Forms of Communication
ONLY 3% of all the respondents liked Newsletters as the communication
56% of all the respondents are not likely to participate in events like Art
Galleries and Exhibition
about organizations offering mental illness support
amongst those, 27% specified which
kind of organizations:
- 3 community non-profit
- 2 national non-profit
- 1 public University
- 2 government departments
87% of the respondents feel that
difficulties in the family help kids develop
problems like Mental Illness
Less than 10%
of the respondents were
aware about NAMI’s resources
·And those that were aware only knew by association
Every year, 1,100 college students in America
On average, about 3 teenagers commit suicide a
33% of the 21 and under respondents agree
with the findings in this survey research
Article Published in San Gabriel Valley Tribune, Apr 20, 2007 by Patty Fisher
Respondents that are 21 and under say that they would
most likely take action for a social cause if there is an
active community and social cause event activities to reach
67% of those 21 and under feel that celebrities are
effective in getting their attention
When it comes to supporting a social cause, respondents
21 and under prefer Sponsor and Celebrity related events
and fun and engaging social activities.
33% feel that social events, group meetings, and non-medical
counseling sessions are most effective in helping people with
• WHO IS IN THE COMMUNITY?
87% of the respondents in the survey are Asians. According to 2009’s City Data of San Gabriel Valley,
almost 57% of the demographics are Asians, leaving the Hispanics behind at only 27%.
• WHO ARE THE INFLUENCERS?
According to the survey results, people with mental illness will not likely go to religious or spiritual
leaders for advice or help. They would rather go to professional doctors or counselors for help and go
to friends and family for advice.
• WHAT ARE THE EFFECTIVE WAYS OF COMMUNICATION?
Our results indicate that the effective way of communication with the target is through newspaper
articles, word of mouth, local community events, and the internet. Newsletters were only preferred
among 3% of the respondents. With people 21 and under, social events, active communities,
internet, and newspaper articles are effective in communicating to them.
• WHAT DO THEY WANT?
People and families facing problem of mental illness will likely attend group meeting with professional
psychologist and doctors.
• WHAT ACTIVITIES ARE PREFFERED TO SUPPORT THE SOCIAL CAUSE?
Results show that people will highly participate in activities like donation concerts, food fundraisers,
and sports related events. Fun and engaging social activities that involve big sponsors and celebrity
profiles were preferred by respondents 21 and under.
Based on our research, here are the following recommendations for NAMI:
1) Choose a specific focus to concentrate efforts and to improve targeting. For instance, to concentrate
more on teenage mental health problems and target schools and colleges.
2) According to our ethnic demographic data, over 50% of SG Valley population is Asian. Having more
Asian resources (Asian psychologists/counselors-volunteers, who can serve in their languages) will
enable NAMI with a deeper market penetration.
3) Streamline communication in order to be more modern and effective. According to our survey, the
most effective influencers for a social cause are word of mouth, social cause events / activities,
newspaper articles, and the Internet.
4) Involving celebrities and sponsors. Our competitors and other organizations successfully practice
these tools for their campaigns. Also, 75% of our survey respondents think that using a celebrity or a
well-known sponsor is affective for getting people’s attention.
Secondary Research Findings
Competitors /Other organizations use following techniques to break stigma and increase awareness:
• “The Daily Beast”, Contest: “Design a Poster about Women's Issues”
• “The Fountain Gallery” organizes art exhibitions involving artists that have mental diseases
• Organizing unique events/contests to involve a lot of people
• Integrating people/find something in common:
• The Jamaica Association for the Deaf: “Deaf Dance Competition”
• Inspire/empower the audience
• Creating an effective message (connecting, funny and clear)
Using a viral approach
"AIDS-Fondet" - creative aids campaign
Minds on the Edge, "project toolkit" to organize screenings and discussions in private houses or public spaces. They involved
more than 10,000 people
Using the power of irony:
“No Kidding? Me too!”
• Keep it focused and target audience
National Health Information Center serves a broad variety of health issues, but concentrating on each one by organizing
• Involve celebrities and well-known sponsors:
NAMI’s competitor: “Bring change to Mind”, Glen Close;
UNHCR The UN Refugee Agency - goodwill ambassador Angelina Jolie-
Minding Your Mind Foundation, “Refresh Project” contest held by Pepsi, to get money and gain a lot of visibility
Secondary Research Findings
Organizations serving other health issues: List of Competitors:
AIDS-Fondet organization, Denmark “No kidding! Me too!”
National Health Information Center “Bring Change to Mind”
The Daily Beast American news reporting and National Mental Health Association
opinion website http://www.nmha.org
The Jamaica Association for the Deaf (JAD) http://www.activeminds.org/index.php
t/Deaf-Dance-Competition-focuses-on-HIV-AIDS- “Minding Your Mind Foundation”
UNHCR The UN Refugee Agency Minds on the Edge
Substance Abuse and Mental Health Services Administration
Reports and Research about mental illness in 2008
North Dakota Department of health – Mental Health module
City Data San Gabriel Valley – Demographics and Ethnicity
WebMD - “Mental Illness” definition
Non-profit organizations lookup