Extending the ‘We Can Help Us’ Teen Suicide Prevention Campaign into Your Community<br />Nancy Ayers, SAMHSA; Tracy Della ...
Agenda<br />Overview and Introductions <br />Campaign Background<br /><ul><li>Objectives
Key research findings
Strategy </li></ul>Website Review <br />Available Assets <br />Completed Distribution and Availability<br />Opportunities ...
Promote
Conduct outreach </li></ul>Questions <br />
Campaign Background<br />
Campaign Background<br />SAMHSA/Ad Council Collaboration:<br />SAMHSA works with the Ad Council to deliver issue specific ...
Campaign Collaborators<br />Inspire USA:<br />A non-profit foundation dedicated to promoting mental health and well being ...
Communications Objectives<br />To reduce the rate of teen suicide by:<br /><ul><li>helping teens effectively cope with tou...
offering support and resources to help prevent the feelings of alienation and loss that can be a factor in teen suicide at...
Key Insights from Exploratory Research<br />Teens expressed discomfort about discussing personal problems with older autho...
Communicating the Issue<br />Opportunity: Use online and digital media to help teens cope with personal and mental health ...
Communicating the Issue<br />Key Message:Relief is closer than you think.<br />Support:Campaign landing page, ReachOut.com...
Leveraging the Capacity <br />of the Internet and social media<br />www.reachout.com<br />An on line mental health interve...
Available Assets<br />
Print/Outdoor<br />
Print/Outdoor<br />
Web Banners<br />
Distribution and Availability<br />
TV and Radio <br />National distribution for placement in donated time and space <br />PSA Alert emails to 1,680 media out...
Print, Outdoor, Web Banners<br />Print: Shipped 3/30<br /><ul><li>Magazine CD mailers sent to 15 publications that index h...
Packet included posters and letter to counselors highlighting the issue of teen suicide </li></ul>Web Banners <br /><ul><l...
Access to PSAs<br />TV:<br />To View: visit ‘Teen Suicide Prevention’ campaign page on adcouncil.org<br />To Download Broa...
Access to PSAs<br />Web Banners: visit psacentral.adcouncil.org<br />Posters:<br />By Phone: 1-877-SAMHSA-7<br />Online: v...
Opportunities and How To<br />
Partner Outreach<br />Forward the launch announcement to your constituents on list-serves or in personal correspondence – ...
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'We can help us' Teen Suicide Prevention Campaign

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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

  1. 1. Extending the ‘We Can Help Us’ Teen Suicide Prevention Campaign into Your Community<br />Nancy Ayers, SAMHSA; Tracy Della Torre, Ad Council; <br />Susan Keys, Inspire USA Foundation<br />June 16, 2010<br />
  2. 2. Agenda<br />Overview and Introductions <br />Campaign Background<br /><ul><li>Objectives
  3. 3. Key research findings
  4. 4. Strategy </li></ul>Website Review <br />Available Assets <br />Completed Distribution and Availability<br />Opportunities and How-To <br /><ul><li>Access materials
  5. 5. Promote
  6. 6. Conduct outreach </li></ul>Questions <br />
  7. 7. Campaign Background<br />
  8. 8. Campaign Background<br />SAMHSA/Ad Council Collaboration:<br />SAMHSA works with the Ad Council to deliver issue specific PSA campaigns to a national audience.<br />Ad Council Model:<br /> Leverage relationships with:<br />Ad agencies: Pro-bono strategic & creative development<br />Media: Donated airtime and space<br />Develop comprehensive, integrated campaigns to engage the consumer<br />Distribute PSAs to media outlets nationwide<br />
  9. 9. Campaign Collaborators<br />Inspire USA:<br />A non-profit foundation dedicated to promoting mental health and well being of young people<br />Ad Council/Inspire collaboration:<br />Exploratory research findings<br />Opportunity to leverage ReachOut.com, Inspire’s online web resource for mental health and suicide prevention<br />Panel of noted Suicide Prevention Experts:<br />Provided feedback on research design and protocols<br />Reviewed and approved communications strategy and all creative concepts<br />Included: Madelyn Gould, Jane Pearson, Jerry Reed, Frank Campbell, Dan Reidenberg, Susan Keys, Eileen Zeller, Richard Mckeon<br />
  10. 10. Communications Objectives<br />To reduce the rate of teen suicide by:<br /><ul><li>helping teens effectively cope with tough times
  11. 11. offering support and resources to help prevent the feelings of alienation and loss that can be a factor in teen suicide attempts</li></li></ul><li>Exploratory Research Design<br />13 one-on-one interviews held in Chicago, Los Angeles, and Atlanta.<br />Interviews explored personal difficulties, help-seeking, and what teens look for when looking for help and support.<br />Respondents varied significantly in both their level of suicide risk and in the physical security of and emotional distress associated with their life circumstances. <br />Three teens were deemed to be “at risk” for attempting suicide.<br />Mix of gender, race (African American, White, and Hispanic), and urban/suburban residence.<br />
  12. 12. Key Insights from Exploratory Research<br />Teens expressed discomfort about discussing personal problems with older authority figures.<br />Expressed interest/willingness to engage with peers in anonymous online space.<br />Seek to hear real stories from real teens who have made it through tough times.<br />Interested in learning ways to cope with tough times.<br />Gravitate towards authentic and hopeful messages and stories.<br />
  13. 13. Communicating the Issue<br />Opportunity: Use online and digital media to help teens cope with personal and mental health issues.<br />Target: 13-17 year olds, in particular those who are stressed, depressed, or who may have considered suicide.<br />Desired Outcome: Convince teens that they are not alone by sharing stories of peers who have overcome similar struggles.<br />
  14. 14. Communicating the Issue<br />Key Message:Relief is closer than you think.<br />Support:Campaign landing page, ReachOut.com, and Suicide Prevention Lifeline<br />Tone:Positive, optimistic, authentic<br />Call to Action:Go online to hear from other teens who have been there and made it<br />
  15. 15. Leveraging the Capacity <br />of the Internet and social media<br />www.reachout.com<br />An on line mental health intervention developed for youth, by youth based on evidence based principles.<br />
  16. 16. Available Assets<br />
  17. 17. Print/Outdoor<br />
  18. 18. Print/Outdoor<br />
  19. 19. Web Banners<br />
  20. 20. Distribution and Availability<br />
  21. 21. TV and Radio <br />National distribution for placement in donated time and space <br />PSA Alert emails to 1,680 media outlets <br />TV <br />Digital: 1,200 (sent 3/31)<br />Hard kits: 1,900 (shipped 3/29)<br />Local broadcast <br />Network cable <br />Local cable <br />Radio <br />Digital: 11,000 (sent 3/31)<br />Hard kits: 6,650 (shipped 3/29)<br />
  22. 22. Print, Outdoor, Web Banners<br />Print: Shipped 3/30<br /><ul><li>Magazine CD mailers sent to 15 publications that index high for teens</li></ul>Mall Posters: Shipped 3/26 <br />In School Posters: Shipped 3/30<br /><ul><li>Sent through the Weekly Reader network to 5,000 guidance counselors at secondary schools nationwide
  23. 23. Packet included posters and letter to counselors highlighting the issue of teen suicide </li></ul>Web Banners <br /><ul><li>General distribution to sites and networks</li></li></ul><li>Digital Media<br />Verizon 3-Screen Partnership<br />Will run web banners, mobile banners and TV spots<br />Video Sharing<br />PSAs posted to Ad Council YouTube channel and other video sharing sites <br />Mobile Keyword<br />Call-to-action included in all PSAs<br />
  24. 24. Access to PSAs<br />TV:<br />To View: visit ‘Teen Suicide Prevention’ campaign page on adcouncil.org<br />To Download Broadcast Quality Spots: visit adcouncil.tv<br />Quick registration and log-in required to access spots<br />For Use by the Media: visit psacentral.adcouncil.org <br />Registration and log-in required<br />Radio:<br />To Listen: visit ‘Teen Suicide Prevention’ campaign page on adcouncil.org<br />To Download Broadcast Quality Spots: visit psacentral.adcouncil.org<br />For Use by the Media: visit psacentral.adcouncil.org<br />
  25. 25. Access to PSAs<br />Web Banners: visit psacentral.adcouncil.org<br />Posters:<br />By Phone: 1-877-SAMHSA-7<br />Online: visit <br />http://nmhicstore.samhsa.gov/publications/ordering.aspx#ADC10-SUICIDEP<br />
  26. 26. Opportunities and How To<br />
  27. 27. Partner Outreach<br />Forward the launch announcement to your constituents on list-serves or in personal correspondence – encourage them to share it.<br />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/).<br />Discuss the campaign in your newsletters and other publications.<br />Post about the campaign and share the release, PSAs, viral videos and link to reachout.com on your social media channels (Facebook, Twitter, etc.).<br />
  28. 28. Partner Outreach<br />Discuss the campaign at your organization’s conferences and any additional conferences .<br />Make local schools and school counselors aware of the PSA campaign and its online resources.<br />Introduce local youth-focused organizations to campaign materials to be shared with youth members.<br />
  29. 29. Media Outreach<br />Make a list of the TV or Radio stations (or local magazines/newspapers) in your area that you would like to contact. <br /> a personal phone call is most effective<br />Prepare what you are going to say to the public service or community affairs director<br />how this campaign will help the local community, mental health and suicide statistics <br />information about local crisis centers <br />campaign web site and Fact Sheet <br />
  30. 30. Media Outreach<br />Call during business hours <br />Follow-up a few weeks after your call <br />If they’ve run the PSA, thank them. <br />If they haven’t, ask if they have any additional questions or need more information or materials. <br />If possible, follow-up a few months later (after they run the PSA) to report back on the impact of their support <br />Maybe you’ve seen the PSAs running or heard from others who have <br />Maybe you have seen an increase in call or visits locally <br />Feel free to share any anecdotal stories from individuals that will help drive home the importance—and the impact—of these PSAs.<br />
  31. 31. 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<br />

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