AMA Nonprofit Marketing Conference Presentation
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Looking for info on how to run an effective cause marketing campaign? Here are our 5 Ms of cause marketing along with a recent case study that was presented at the 2015 AMA Nonprofit Marketing Conference.
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AMA Nonprofit Marketing Conference Presentation
- 1. A Study in Cause Marketing: Shredding the Stigma of Mental Illness Presented by: Reem Nouh, SVP, Strategic Services Adams & Knight, Inc. Carol Vassar, Social Media Strategist, Hartford HealthCare #AMANP
- 3. MOTIVATION: What do we need to accomplish? MARKETS: Who do we need to reach? MESSAGING: What can we say to get them to act? METHODS: How will we communicate these messages? METRICS: How will we measure success? 5Ms of cause marketing
- 4. Mental Illness Source: National Alliance for Mental Health (NAMI) Among people in U.S. . . are disabled by severe mental illness 44million suffer from a diagnosable mental disorder 5million
- 5. adults in U.S. have mental health issue Mental Illness live with a serious mental illness young people experience a period of major depression 1in 5 1in 20 1in10 Source: http://www.mentalhealth.gov/basics/myths-facts/
- 6. In Connecticut How many live with mental illness in Connecticut? 39,000children109,000adults
- 7. less than 20% of children and adolescents with mental illness receive needed treatment Lack of Treatment 38% of adults with diagnosable mental health problems get treatment Source: http://www.mentalhealth.gov/basics/myths-facts/
- 8. In Connecticut Public mental health system provides services to only a quarter of those that need them 24.5%
- 9. Lower self esteem Serious Impact Withdrawal from social relationships Downward spiral
- 10. One-third are homeless 10-15 percent commit suicide One-third are likely to become victims of violence within 6 months Source:http://www.treatmentadvocacycenter.org/resources/c onsequences-of-lack-of-treatment/violence/1384 http://psychcentral.com/news/2014/02/26/mentally-ill-are- often-victims-of-violence/66441.html Even Worse
- 11. • Limited options • Insurance roadblocks • Lack of PCP training to diagnose correctly • Fear the stigma of being labeled Reasons so few get help “Mental Patient” “Crazy” “Wacko”
- 12. Although young people with “special needs” make up just 11 percent of Connecticut’s students . . . 30-50 percent are involved in bullying cases Source: http://www.cga.ct.gov/coc/PDFs/bullying/bullying_primer_11- 10.pdf Bullying/Namecalling
- 13. Words Matter Big Idea Words Matter
- 14. Nonprofit: Hartford Hospital’s Institute of Living, Hartford, Connecticut Case Study Marketing Challenge: Make people aware of the effect their “words” have on others when they talk about mental illness
- 15. Case Study Strategy: Showcase all negative words associated with describing mental illness . . . And show how to take action to eliminate them from conversation
- 16. Case Study Stop the Stigma Solution:
- 17. Stop the Stigma Insights: One of the obstacles to treating more mentally ill is due to the fact that no one talks about it if they’re suffering from it Don’t seek help because they’re ashamed Shame stems from how we talk about this disease
- 18. Strategy: Make people aware that mental illness and addiction are diseases Make people aware of the effect of their “words” have on others…. Get people to think about the words they use that are discriminatory and stigmatizing, and to STOP using them! Stop the Stigma
- 19. Call-to-action: Urge people to “stop the stigma” Take a pledge to stop using hurtful words Actually do something about it Stop the Stigma
- 20. Stop the Stigma Strategic audiences External: • Public/consumer • Press/media • Celebrities • Policy makers • CEOs/corp. leaders
- 21. Integrated marketing mix worked across many types of media Stop the Stigma Billboards Print ads Online
- 22. Integrated marketing mix worked across many types of media Stop the Stigma Hartford Hospital Facebook
- 23. BLACK & RED GALA Stop the Stigma
- 24. Integrated marketing mix worked across many types of media Stop the Stigma BHN Facebook
- 25. Integrated marketing mix worked across many types of media Stop the Stigma YouTube
- 26. Integrated marketing mix worked across many types of media Stop the Stigma Events
- 27. Stop the Stigma Engaging Employees Strategic audiences Internal:
- 28. Stop the Stigma Strategic audiences Internal: • HHC/BHN employees • BHN clients/patients • Board members • Community groups • Providers • Mental health support networks, including families
- 29. Stop the Stigma: Worldwide Edition STS WWE: Strategic focus Employee engagement: • Maintain buzz about ongoing external Stop the Stigma campaign • Promote teamwork among the BHN affiliates • Spread the “Stop the Stigma” message through our employees • Obtain user generated content for social media platforms (Facebook & Twitter), BH News and future print publications, e.g. annual reports, etc.
- 30. Stop the Stigma Stop the Stigma: Worldwide Edition
- 31. Stop the Stigma: Worldwide Edition Photos entered 132 Videos entered 5 States visited 26 Countries toured 16 Miles traveled in a single trip 8,999 Most miles traveled by a single t-shirt 19,639
- 34. Thank you Tug at hearts to win over minds. Make your tie-in more than an accessory. Don’t just track results. Drive response! Key take-aways:
- 35. Thank you Questions? Reem Nouh SVP, Strategic Services Adams & Knight, Inc. 80 Avon Meadow Lane Avon, CT 06001 860-676-2300, x116 Reem.nouh@adamsknight.com Carol Vassar Social Media Strategist Hartford HealthCare 181 Patricia M. Genova Dr. Curtis Professional Building Newington, CT 06111 203-974-2879 Carol.vassar@hhchealth.org
Editor's Notes
- Mental illness is a common health issue….Read stats
- These stats break down to… Read stats. After 2nd bulle, say…” such as schizophrenia, bipolar disorder, or major depression After 2nd bullet say: such as schizophrenia, bipolar disorder, or major depression
- These stats break down to… Read stats. After 2nd bulle, say…” such as schizophrenia, bipolar disorder, or major depression After 2nd bullet say: such as schizophrenia, bipolar disorder, or major depression
- But far too few get the help they really need…
- But far too few get the help they really need…
- So we took a look at why mental illness goes untreated ….This is what we found….
- Even worse…were the numbers…
- We also took a look at why ….
- Contributing to this last stat about young people, is the prevalence of bullying and namecalling. Just in my state of Connecticut…
- So the question is how did we help a nonprofit hospital take up the cause of mental illness and start to make a difference? Well, we summarized all these insights into one big idea that would be actionable and work across all media
- What did our campaign do? We urged people to stop doing it! We had them take a pledge to stop using hurtful words…that further victimize the mentally ill and prevent them from seeking treatment
- And then we integrated a mix of marketing tactics that not only got the word outbut also worked well across alll types of media and engaged people to take action.
- And then we integrated a mix of marketing tactics that not only got the word out but also worked well across all types of media and engaged people to take action.
- And then we integrated a mix of marketing tactics that not only got the word out but also worked well across all types of media and engaged people to take action.
- BHN Facebook page launched in May 2014, coinciding with the STS WWE internal launch. STS WWE provided user-generated content and provided a cause around which employees and advocates could easily rally.
- BHN Facebook page launched in May 2014, coinciding with the STS WWE internal launch. STS WWE provided user-generated content and provided a cause around which employees and other advocates could easily rally.
- The face to face “ask” proved effective, as BHN staff and volunteers hit the streets to attend forums, street fairs, high school prevention assemblies and mental health first aid classes to ask participants to sign the pledge. Event total: 38. Pledge total from events: 3961
- Running from Memorial Day through Labor day last year, the HHC Behavioral Health Network provided its 2,000 employees with t-shirts, and asked them to send back photos wearing their STS t-shirts.
- 10,000th pledge reached on August 20 – 4 months ahead of our December deadline.
- So how did it do?