may 2018 behavioral health advisory board + civilian · 2019. 5. 21. · • retarget online video...
TRANSCRIPT
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M a y 2 0 1 8 Behavioral Health Advisory Board + Civilian
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C A M PA I G N O V E R V I E W V I D E O
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CAMPAIGN OVERVIEW
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C A M PA I G N M O D E L
INCREASE KNOWLEDGE
Media Campaign
Other Stigma
Reduction
and Suicide
Prevention
Efforts
IMPROVE ATTITUDE CHANGE BEHAVIOR
CAMPAIGN GOAL: To reduce stigma and prevent suicide in San Diego County.
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C A M PA I G N M O D E L
INCREASE KNOWLEDGE
Media Campaign
Other Stigma
Reduction
and Suicide
Prevention
Efforts
IMPROVE ATTITUDE CHANGE BEHAVIOR
• Seek help for
themselves or with
others
• Support and provide
opportunities for
community members
experiencing mental
illness
• Talk openly about mental illness
• Recognize signs and
symptoms for mental illness
• Recognize warnings signs
for suicide
• Utilize local resources
CAMPAIGN GOAL: To reduce stigma and prevent suicide in San Diego County.
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TA R G E T A U D I E N C E S
San Diego Audiences
• General Market
• Hispanic Market
Targeted Outreach
• Older Adults
• Veterans
• LGBTQIA+
• Middle-aged White Men
• Transition Age Youth
• Primary Care Physicians
• Vietnamese
• Filipino
• African American
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H I G H I M PA C T M O N T H P R O M O T I O N S
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C O M M U N I T Y O U T R E A C H
BULLETINS POSTCARDS
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• Retarget online video and TV viewers with display ads to prompt site visits
• Retarget site visitors to increase use of site resources
Facebook, Native Ads, SEM, Email
Display, Facebook, Native
Website
Visits
Cable TV, Network TV, Radio, Online Video
Paid Search
• Drive awareness, reach, and frequency
• Generate ad recognition with visual and audio messages
• Provide opportunities to learn more about mental health, symptoms of
mental illness or warning signs of suicide with informative, text driven ads
• Prompt audience engagement with the ads and navigations to the site
• Reach active researchers with strategic keyword search terms to drive site visits
F U L L F U N N E L A P P R O A C H
Designed to reach audiences at various stages of interest and intent.
Top-funnel tactics are designed to provide reach, scale, and frequency of messaging, whereas lower-funnel tactics
become more targeted and drive site visits.
C A M PA I G N M E D I A S T R AT E G Y
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CAMPAIGN FINDINGS
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C A M PA I G N F I N D I N G S
71% of SAN DIEGO RESIDENTS
are AWARE OF the
IT’S UP TO US campaign
Significant differences in knowledge and attitudes in the desired direction were seen
in the individuals aware of the campaign versus those not aware of the campaign.
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C A M PA I G N F I N D I N G S
PEOPLE WHO HAD SEEN THE CAMPAIGN
were more likely to agree that the ads helped
them KNOW WHERE TO SEEK HELP…
… in their community for mental health problems
… if someone in their family was showing warning signs for suicide
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C A M PA I G N F I N D I N G S
62%
52%
70%
83%
46%
70%68%
79%
87%
60%
74%
70%
77%
92%
62%
84%
80%
89%
94%
72%
Helped you recognize symptoms ofmental health problems
Helped you recognize warning signs ofsuicide
Gave you information on how to get help Treat others with mental illness withrespect
Make a personal effort to find out moreabout mental illness
6-month 18-month 39-month 6-year
Results of Campaign Over Time (Among Those Aware of Campaign)
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C A M PA I G N F I N D I N G S
Comparison of Domain Scores Across Ad Campaign Awareness Among
Respondents Taking the English Language Survey
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CAMPAIGN MESSAGING
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C A M PA I G N M E S S A G I N G C O N S I D E R AT I O N S
TOPIC Stigma Reduction | Suicide Prevention
TARGET Helper | Person Experiencing Mental Illness | At-risk
LANGUAGE English | Spanish | Other
AUDIENCE Imagery | Cultural Adaptation | Media Selection
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C A M PA I G N S E R I E S
CAMPAIGN INTRODUCTIONThese spots were part of the original campaign launch with a local San Diego feel to them. Across the age span, all of them encourage help seeking and stress the importance of family and friends.
HOPEFULThese spots show people with specific illnesses who explain that with treatment, they got better and are leading
normal productive lives.
EMPOWERMENTThese spots show that mental illness is common, and can affect anyone. People who experience mental illness do
not fit a stereotype – they are your friend, brother, co-worker or nurse. Encourages viewers to change their
perceptions of mental illness.
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I N S I G H T S L E A D I N G T O F U T U R E M E S S A G I N G D I R E C T I O N
26% of respondents have
received or are currently receiving treatment
Of these, 55% agreed it took
them a long time to begin seeking help after they needed it.
Why?
• 50% wanted to solve it on their own
• 31% concerned about perception
• 31% didn’t know where or who to seek help from
• 26% financial concern
• 21% not effective
• 20% reached out previously but treatment wasn’t effective
• 19% afraid to be hospitalized
• 12% scheduling/transportation barriers
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C A M PA I G N M E S S A G I N G E V O L U T I O N
Encourages friends and
family members to talk
openly about someone
who is experiencing a
mental illness.
Role models different ways a
loved one can start the
conversation with a loved
they are concerned about
and encourages help
seeking. Targets the helper.
TA L K O P E N LY S TA R T T H E C O N V E R S AT I O N D O N ’ T D E L AY
Encourage people to not
delay help seeking for
mental health
challenges. Will address
the person at risk
directly.
Promote Conversations Reduce Barriers Promote Help Seeking
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TA L K O P E N LY
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C O L L E G E G I R L
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W I F E
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B E S T F R I E N D S
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I T ’ S U P T O U S S O C I A L M E D I A & W E B S I T E
Join the conversation!
• Facebook: www.Facebook.com/Up2SD
• YouTube: www.YouTube.com/Up2SD
Visit the campaign website!
• English:
Up2SD.org
• Spanish:
MenteSaludableSD.org
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T H A N K Y O U
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APPENDIX
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J U A N
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H E A D O N
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B E S T Q U A L I T I E S