The consultants recommend expanding the Jed Foundation's Half of Us mental health campaign through three main strategies: 1) Partnering with an online education program to further educate college students on mental health issues. 2) Launching a student ambassador program and new media content to raise awareness of Jed's services on college campuses. 3) Holding an annual case competition with creative student groups to develop new campaign content and generate buzz about the organization.

1. S O C I A L I M P A C T C O N S U L T I N G
Jed Foundation
Tom Chen, Camilla de Sanna, Josh Michael, Heidi Seo

2. Executive Summary
Goals:
• Develop outreach plan to expand the Half of Us campaign’s impact
Research:
• Reviewed competitors offering to determine Jed’s position in the industry
• Conducted a survey to determine campaign’s reach, efficacy, and areas to
improve
Recommendations:
• Education initiative through a partnership with one of the leading online
education programs for college students to further educate the target
population
• Student ambassador program coupled with development of new media to
raise awareness about Jed’s capabilities
• Case competition created with leading creative student organizations to
develop new content for Jed and create word of mouth buzz about the
organization
Other:
• Use existing content to create YouTube channel and make the videos more
accessible

3. Research Methods
“I don't think the issue is the content so much as the
distribution of videos. Again, I learned of the Half of Us
campaign while working specifically on prescription drug
abuse and mental health while at the Clinton Foundation
in collaboration with the Jed Foundation. Had it not been
for this experience, I'd be unaware of the Half of Us
Campaign. Though this is anecdotal evidence, I think it
shines at least somewhat of a light on what needs
improvement. The advantage of the Half of Us campaign is
that it's rooted in the internet and can be leveraged
through social media. “

4. Market Map
Student Centered
Innovation

5. Student
Ambassador
Program
— Volunteers promote emotional
health on campus
— Act as campus contact
— Gain marketing/sales experience
— Possible internship opportunities
AM · BAS · SA · DOR
/am’basədər,-,dôr –
noun – an authorized
messenger or
representative

6. Flyer

7. Educational Partnerships
How it
works
Why it
works
The
results

8. Strategic
Partners
• Major players in the
industry
• Currently lacking a
Mental Health
Section
• Track the results and
success of Jed’s
programs

9. What Jed Has What Jed Needs
— New Content
— Relevant to Students
— Up with the Times
— Generate Buzz
— Word of Mouth
— Student Engagement
— Excitement
Case Competition
— Updated Yearly

10. Strategic
Partners
• Judges composed of members from 3 organizations
• Can use influence to draft a celebrity judge to
increase the competitions profile

11. Engage
Conclusion
Educate
Expand