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
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
2. 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
3. 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
4. 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/
5. In Connecticut How many live with mental illness in
Connecticut? 39,000children109,000adults
6. 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/
7. In Connecticut Public mental health system provides services
to only a quarter of those that need them 24.5%
8. Lower self esteem Serious Impact Withdrawal from social
relationships Downward spiral
9. 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
10. 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
11. Although young people with special needs make up just 11
percent of Connecticuts 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
12. Words Matter Big Idea Words Matter
13. Nonprofit: Hartford Hospitals 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
14. Case Study Strategy: Showcase all negative words associated
with describing mental illness . . . And show how to take action to
eliminate them from conversation
15. Case Study Stop the Stigma Solution:
16. 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
theyre suffering from it Dont seek help because theyre ashamed
Shame stems from how we talk about this disease
17. 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
18. 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. Integrated marketing mix worked across many types of media
Stop the Stigma Billboards Print ads Online
21. Integrated marketing mix worked across many types of media
Stop the Stigma Hartford Hospital Facebook
22. BLACK & RED GALA Stop the Stigma
23. Integrated marketing mix worked across many types of media
Stop the Stigma BHN Facebook
24. Integrated marketing mix worked across many types of media
Stop the Stigma YouTube
25. Integrated marketing mix worked across many types of media
Stop the Stigma Events
26. Stop the Stigma Engaging Employees Strategic audiences
Internal:
27. Stop the Stigma Strategic audiences Internal: HHC/BHN
employees BHN clients/patients Board members Community groups
Providers Mental health support networks, including families
28. 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.
29. Stop the Stigma Stop the Stigma: Worldwide Edition
30. 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
31. Impact Stop the Stigma pledges
32. Impact Stop the Stigma raised $1,100,000
33. Thank you Tug at hearts to win over minds. Make your tie-in
more than an accessory. Dont just track results. Drive response!
Key take-aways:
34. Thank you Questions? Reem Nouh SVP, Strategic Services
Adams & Knight, Inc. 80 Avon Meadow Lane Avon, CT 06001
860-676-2300, x116 [email protected] Carol Vassar Social
Media Strategist Hartford HealthCare 181 Patricia M. Genova Dr.
Curtis Professional Building Newington, CT 06111 203-974-2879
[email protected]