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Extending the ‘We Can Help Us’ Teen Suicide Prevention Campaign

into Your Community

Nancy Ayers, SAMHSA; Tracy Della Torre, Ad Council;

Susan Keys, Inspire USA Foundation

June 16, 2010

AgendaOverview and Introductions Campaign Background

• Objectives • Key research findings • Strategy

Website Review Available Assets Completed Distribution and AvailabilityOpportunities and How-To

• Access materials • Promote • Conduct outreach

Questions

Campaign Background

Campaign Background

SAMHSA/Ad Council Collaboration:• SAMHSA works with the Ad Council to deliver issue specific PSA

campaigns to a national audience.

Ad Council Model:• Leverage relationships with:

– Ad agencies: Pro-bono strategic & creative development– Media: Donated airtime and space

• Develop comprehensive, integrated campaigns to engage the consumer• Distribute PSAs to media outlets nationwide

Campaign Collaborators

Inspire USA:• A non-profit foundation dedicated to promoting mental health and well

being of young people

Ad Council/Inspire collaboration:• Exploratory research findings• Opportunity to leverage ReachOut.com, Inspire’s online web resource

for mental health and suicide prevention

Panel of noted Suicide Prevention Experts:• Provided feedback on research design and protocols• Reviewed and approved communications strategy and all creative

concepts• Included: Madelyn Gould, Jane Pearson, Jerry Reed, Frank Campbell,

Dan Reidenberg, Susan Keys, Eileen Zeller, Richard Mckeon

Communications Objectives

To reduce the rate of teen suicide by:• helping teens effectively cope with tough times• offering support and resources to help prevent the feelings of alienation

and loss that can be a factor in teen suicide attempts

Exploratory Research Design

13 one-on-one interviews held in Chicago, Los Angeles, and Atlanta.

Interviews explored personal difficulties, help-seeking, and what teens look for when looking for help and support.

Respondents varied significantly in both their level of suicide risk and in the physical security of and emotional distress associated with their life circumstances.

Three teens were deemed to be “at risk” for attempting suicide.

Mix of gender, race (African American, White, and Hispanic), and urban/suburban residence.

Key Insights from Exploratory Research

Teens expressed discomfort about discussing personal problems with older authority figures.

Expressed interest/willingness to engage with peers in anonymous online space.

Seek to hear real stories from real teens who have made it through tough times.

Interested in learning ways to cope with tough times.

Gravitate towards authentic and hopeful messages and stories.

Communicating the Issue

Opportunity: Use online and digital media to help teens cope with personal and mental health issues.

Target: 13-17 year olds, in particular those who are stressed, depressed, or who may have considered suicide.

Desired Outcome: Convince teens that they are not alone by sharing stories of peers who have overcome similar struggles.

Communicating the Issue

Key Message: Relief is closer than you think.

Support: Campaign landing page, ReachOut.com, and Suicide Prevention Lifeline

Tone: Positive, optimistic, authentic

Call to Action: Go online to hear from other teens who have been there and made it

LEVERAGING THE CAPACITY OF THE INTERNET AND SOCIAL MEDIA

www.reachout.com

An on line mental health intervention developed for youth, by youth based on evidence based principles.

Available Assets

Print/Outdoor

Print/Outdoor

Web Banners

Distribution and Availability

TV and Radio

National distribution for placement in donated time and space • PSA Alert emails to 1,680 media outlets

TV • Digital: 1,200 (sent 3/31)• Hard kits: 1,900 (shipped 3/29)

• Local broadcast • Network cable • Local cable

Radio • Digital: 11,000 (sent 3/31)• Hard kits: 6,650 (shipped 3/29)

Print, Outdoor, Web Banners

Print: Shipped 3/30• Magazine CD mailers sent to 15 publications that index high for teens

Mall Posters: Shipped 3/26

In School Posters: Shipped 3/30• Sent through the Weekly Reader network to 5,000 guidance

counselors at secondary schools nationwide• Packet included posters and letter to counselors highlighting the issue

of teen suicide

Web Banners • General distribution to sites and networks

Digital Media

Verizon 3-Screen Partnership• Will run web banners, mobile banners and TV spots

Video Sharing• PSAs posted to Ad Council YouTube channel and other video sharing

sites

Mobile Keyword • Call-to-action included in all PSAs

Access to PSAs

TV:• To View: visit ‘Teen Suicide Prevention’ campaign page on adcouncil.org• To Download Broadcast Quality Spots: visit adcouncil.tv

– Quick registration and log-in required to access spots

• For Use by the Media: visit psacentral.adcouncil.org – Registration and log-in required

Radio:• To Listen: visit ‘Teen Suicide Prevention’ campaign page on adcouncil.org• To Download Broadcast Quality Spots: visit psacentral.adcouncil.org• For Use by the Media: visit psacentral.adcouncil.org

Access to PSAs

Web Banners: visit psacentral.adcouncil.org

Posters:• By Phone: 1-877-SAMHSA-7• Online: visit

– http://nmhicstore.samhsa.gov/publications/ordering.aspx#ADC10-SUICIDEP

Opportunities and How To

Partner OutreachForward the launch announcement to your constituents on list-serves or in personal correspondence – encourage them to share it.

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/).

Discuss the campaign in your newsletters and other publications.

Post about the campaign and share the release, PSAs, viral videos and link to reachout.com on your social media channels (Facebook, Twitter, etc.).

Partner Outreach

Discuss the campaign at your organization’s conferences and any additional conferences .

Make local schools and school counselors aware of the PSA campaign and its online resources.

Introduce local youth-focused organizations to campaign materials to be shared with youth members.

Media OutreachMake a list of the TV or Radio stations (or local magazines/newspapers) in your area that you would like to contact.

• a personal phone call is most effective

Prepare what you are going to say to the public service or community affairs director

• how this campaign will help the local community, mental health and suicide statistics

• information about local crisis centers • campaign web site and Fact Sheet

Media OutreachCall during business hours

Follow-up a few weeks after your call • If they’ve run the PSA, thank them.

• If they haven’t, ask if they have any additional questions or need more information or materials.

If possible, follow-up a few months later (after they run the PSA) to report back on the impact of their support

• Maybe you’ve seen the PSAs running or heard from others who have

• Maybe you have seen an increase in call or visits locally

• Feel free to share any anecdotal stories from individuals that will help drive home the importance—and the impact—of these PSAs.

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FOR MORE INFORMATION:

Write to: info@sprc.org

For additional campaign information: http://www.adcouncil.org/default.aspx?id=646 or http://www.sprc.org/grantees/webinar/WeCanHelpUs_handout_061610.pdf