breaking barriers C A M PA I G N P R O P O S A L
ta ble of contents
1 mi s s i o n s ta te me n t 2 i n to d u c ti o n
3 b a ck g r o u n d
4 need
5 c a s e s tu d i e s
10 s u r v e y
11 s tr a te g y
12 p r o p o s a l
13 e x e c u ti o n p l a n
14 a u d i e n c e
15 v i s u a l i d e n t i t y
18 b u s i n e s s s y s t e m
2 2 ma r k e ti n g
2 3 me ss a g e / s l o ga n 2 4 mo ck u p s 3 4 q u o t e s 35 conclusion
3 6 fu tu r e p l an s / s u m m a r y
mission s tatement The objective of this campaign is to shed light on the problems that people of color face when it comes to mental health, as well as spread awareness about mental illnesses that would other wise not be discussed due to cultural stigmas.The end goal is for people of color to be more informed, for families to be more open when it comes to discussing mental health, and to provide resources to encourage them to seek the help they need.
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int rod uc tion
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backg rou nd The stigma of mental illnesses is especially strong among minorities. The idea of mental illnesses are interpreted differently among different ethnicities, but minorities overall generally do not accept it as an issue to be addressed. Issues like depression can be viewed as just being sad and treated with prayers instead in African American communities. Asian communities, where the culture revolves around placing the family above the self, discourages seeking help and typically view mental illnesses as shameful. Aside from lack of awareness about mental illnesses, the care offered to mental illnesses are almost inaccessible to minorities. More than half of U.S. residents without health
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insurance are people of color. Even then, insurance might not always cover mental health. Often times, language barriers prevent people from seeking the care they need, especially where the diagnosis requires talking. In addition to culture, mainstream media also does not help with the stigma of mental illnesses. People of color would be viewed as “thugs” and “terrorists,” whereas Caucasians are often seen as mentally ill people.
need The campaign seeks to address disparities people of color encounter when it comes to mental health. Barriers that prevent people of color from getting quality mental health care include poverty, stigma, and lack of resources. The combinations of stigmas that come with having a mental illness, racial inequalities, and poor care can have a debilitating effect.
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case s tudies
CASE ST U DY \\
I T ’ S N OT H A P P E NI NG H E RE , B U T I T ’ S H A P P ENI NG NOW A MN ESTY I NTER N ATIONAL SWITZERL AND M I S S I O N STAT E M E N T The goal of the campaign was to make the Swiss people aware of the human rights abuse around the world, and to encourage discussion about it. Amnesty International wanted the audience to know what type of issues prompt their involvement. AWA R E N E S S \ CALL TO ACTION S LO G A N It’s Not Happening Here, But It’s Happening Now AU D I E N C E People of Switzerland
SOURCES
C A M PA I G N D E TA I L S The campaign consisted of 200 large individual posters that depicted actual photographed scenes of human rights abuse around the world. Each poster is transparent around the subjects of the photo and had been strategically placed so fit within the surroundings. For example, one photo at a bus shelter shows one person sitting down and that person had to placed so that at an angle, it looks like the person is sitting on the bench within the shelter. The photos are real and were taken by reporters who had to witness the scenes.
http://www.dandad.org/en/ amnesty-internationalits-not-happening-here -its-h/ http://tinyurl.com/zsrarql http://tinyurl.com/gsx5fr2 http://tinyurl.com/j3l297w
The success of the campaign received huge media reception, a twentyfold increase in visits on the Amnesty website, and discussion on about 400 blogs. Because of the success of this campaign, it has been expanded to other countries such as Denmark.
JAIMIE T U L AO | DE S 15 4 | SP RIN G 2 016
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“Choose One.” Mission
Moms Demand Action for Gun Sense in America is an activist organization advocating for stronger and smarter gun laws and regulations to protect children and love ones.
Campaign
The campaign “Choose One” is a message campaign created in 2013 to get the public to rethink about the priority of the things we ban in America for the sake of children’s safety. Items such as Kinder Eggs, children’s books and games are considered too dangerous, influencial and violent. Guns, on the other hand, is much more readily available and assesable than any of the said products.
Audience
The target group are mostly parents and anyone who is concerned for children’s physical and mental safety.
Analysis
I feel that the campaign has a very effective method of showing the absurdity of gun control in America. The series is very consistant in that one child holds something that would be considered harmless and part of childhood, and another holding rifles. It shows the severe contrast between the two things. One other interesting thing noted is that the children holding the harmless items are minority groups and ones holding the guns are Caucasian. There is not much said and mentioned about this. But the consistancy of this pattern in the images seem to show that this choice is a conscious and intended one.
Spring 2016 | Des 154 | Nancy Wong
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su r vey A survey was conducted to determine if people who have struggled mentally have thought to seek help for their problems. If yes, they were questioned about their experiences and if they were able to connect with their mental health professional. If no, they were asked what prevented them from seeking the help they needed.
FAMILY INCOME
AGES
15-20 (26.9%)
74,999 and below (45.6%)
21-25 (63.1%)
$75,000 and $119,999 (28.7%)
26-30 (5%)
More than $120,000 (25.7%)
31-35 (1.9%) 36-40 (0.6%) 40+ (2.5%)
The survey received 160 responses over the course of about three days. It was distributed on Facebook.
______ PREVENTED ME FROM SEEKING HELP
ETHNICITY
Asian (32%) Hispanic/Latinx (7.1%)
Family (12.6%)
Black/African American (1.9%)
Income (10.9%)
Middle Eastern/South Asian (26.3%)
Lack of resources (13.4%)
White (26.6%)
Religion (0.8%)
Other (6.1%)
I don’t need it (42%) Other (20.3%)
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s t rategy
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proposa l The focus of the campaign is to bring awareness to the importance of mental health within minority groups. To do so, three points will be addresses, the first is to help foster a welcoming and safe environment around the discussion of mental health within the minority groups communities. The second focus point is to encourage individuals to seek professional mental health help when they need it. Lastly the campaign will be focusing on encouraging the professional mental health community to diversify so that it is easier for minority group members to find a professional they can connect with.
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exe cu tion pla n
a udience Minority Groups - Primary Audience The most prominent minority groups in California are the Chinese, Korean, Filipino and Spanish communities. They serve as the campaign’s primary audience. Within those groups the target is middle class adults ages 30 to 50.
General Public - Secondary Audience Targeting the general public will serve to bring awareness of the struggles that minority group members go through when dealing with mental health. The campaign will target middle class adults, ages 30 to 50.
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visua l identit y: hea l t hy minds
1 in x 1 in
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color pa let te
C=25 M=61 Y=100 K=11 R=175 G=106 B=14
C=100 M=100 Y=100 K=100 R=0 G=0 B=0
C=0 M=35 Y=84 K=0 R=252 G=180 B=64
C=0 M=0 Y=0 K=50 R=147 G=149 B=152
C=77 R=25
M=9 Y=44 K=0 G=169 B=158
C=26 M=20 Y=19 K=0 R=188 G=189 B=192
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visua l identit y: brea king ba r r iers
C=0 M=35 Y=84 K=0 R=252 G=180 B=64
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C=77 R=25
M=9 Y=44 K=0 G=169 B=158
t ypeface
Sans serif fonts were chosen for their humanist-style forms. Both fonts are easy to read which makes it easier for the logo to be recognized even at small sizes. Elliot Sans Bold is the font used for “Healthy Minds” text, while Univers Light is used for the “Association” text for the horizontal version of the logo.
ELLIOT SANS Regular
Bold
ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567890! @#$%^&*()
ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567890! @#$%^&*()
UNIVERS LT STD Light ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567890! @#$%^&*()
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business sys tem
business ca rd
jaimie tulao, CEO 768 Crescent Street Sant a Clara, CA 95050 ph: 408.555.4320 fax: 408.555.3409 hma.org
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let ter head
January 1, 2016 John Smith Street Address City, State 00000
Dear John: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean ut ipsum eget massa hendrerit vestibulum vel in velit. Donec pretium neque velit. Aliquam porta lectus nec mauris ornare venenatis. Vivamus non est turpis, et cursus sem. Mauris vehicula erat in diam auctor at bibendum nisl lacinia. Morbi imperdiet neque vehicula nunc convallis gravida. Vestibulum iaculis pretium placerat. Integer consequat, est sit amet facilisis eleifend, nibh nibh varius orci, eget dapibus arcu dui non purus. Pellentesque in magna mauris. Duis enim sapien, dictum vitae condimentum a, pulvinar vel lacus. Mauris et molestie nibh. Vestibulum vitae nulla at metus elementum porta sit amet interdum elit. Nulla sollicitudin neque eu nulla volutpat congue. Etiam pellentesque, velit id dapibus fermentum, turpis sapien ornare dui, ac tincidunt ligula odio congue purus. Nunc sed ante dui, in porta lectus. Cras nec sem lorem. In hac habitasse platea dictumst. Maecenas id diam quis dui porta tristique. Sed id egestas felis. Donec ullamcorper mattis posuere. Phasellus fermentum eleifend tortor vel dapibus. Vestibulum ante ipsum. Sincerely,
Jaimie Tulao CEO
768 Crescent Street Sant a Clara, CA 95050 ph: 408.555.4320 fax: 408.555.3409 healthymindsassociation.com
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envelope
768 Cre sce nt Stre e t S anta Clara, C A 95050 ph: 408.555.4320 fax : 408.555.3409
Jane Smit h 4 8 6 Adams St reet Pleasanton, C A 9 4 5 6 6
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ma rketing
message/sloga n
The slogan is translated to the top four languages used in California besides English to appropriately target out audience. Each poster should feature a photo of a person from the community with “Break the stigma, break the barrier� and other iterations translated on the poster.
Break the stigma, break the barrier Break the stigma, break the barrier.
Romper el estigma, romper la barrera.
alisin ang stigma , alisin ang sagabal .
Break the silence, break the barrier.
Romper el silencio, romper la barrera.
alisin ang katahimikan , alisin ang sagabal
Break the ______, break the barrier.
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pos ters Posters wil feature images of people from different ethnic minority communities with the campaign slogan across it. Poster includes organization logo and phone number to find out more about the campaign.
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billboa rds Billboard posters will be installed along major highways with the campaign’s main slogan: “Break the barrier, break the stigma”. Underneath is a subtitle that says “It’s time to talk about mental illness”.
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desk ca lenda r Desk calendars serve as a reminder to our target audience that help is available when it is needed. Each month will have encouraging phrases and a handy list of resources for when it is necessary to seek professional mental help. Calendar is 9 x 7 in.
hma.org 408-555-4320
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spotify playlis t Healthy Minds Association branded Spotify playlist encourages the audience to relax and clear their minds with soothing songs. Spotify playlist can be accessed from hma.org/spotify.
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website: h ma.org home
about
STORY: Hewayda Ahmed MAY 11, 2016 4:35 PM
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stories
resources
donate
volunteer
contact
shir ts Shirts will have a “Break the barrier” logo along with the slogan underneath. The organization logo will be along the right sleeve of the shirt.
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fr idge mag nets Fridge magnets will be included in the brochure along with a bookmark. The fridge magnets will serve as a reminder that there are resources available for people who are struggling with their mental health. (3.5 x 2 in. magnets)
RESOURCES YOLO CRISIS HOTLINE 24/7: (888)965-6647 | TDD: (800) 735-2929 hma.org/clinics | hma.org/hotlines hma.org
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408-555-4320
dire c t mail pos tca rds It’s time to talk about mental illness within ethnic minority communities. Visit our website to learn more about this campaign and take a look at hma.org/resources to find a mental health professional near you
Presorted First Class U.S. Postage PAID Permit #2325 Sacramento, CA
Postcards will be sent throughout the city with the campaign slogan and organization website to direct the audience to learn more about the campaign online. (4 x 6 in. postcard)
Healthy Minds Association 768 Crescent Street Santa Clara, CA 95050 hma.org
hma.org
408-555-4320
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jou r na l a nd pencils Journals and pencils will be given out to encourage our audience to write about their thoughts and feelings. Journal writing can help individuals understand themselves and solve inner turmoils. It can also relieve tension and steer the mind and body into a better state of wellness. Pencils have “Break the stigma, break the barrier” etched on the side. Journal is 5 x 7 in. 80 sheets.
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q uotes Quotes will vary per city. The following will be for the city of Sacramento.
brochure 2 panels with pocket dimensions: 8 x 8.5 in quantity: 2,500 cost: $1,086
bus shelter dimensions: 40 x 60 in quantity: 20 space: $300/shelter 4wk cost: $6000/month
fridge magnet goes in brochure dimensions: 3 x 5 in quantity: 2,500 cost: $600, $0.24/unit
billboards dimensions: 14 x 48 ft quantity: 2 space: $1500/mo print cost: $802.45 (2) cost: $2302.45/mo
bookmark goes in brochure dimensions: 2 x 6 in quantity: 2,500 cost: $96 posters dimensions: 24 x 36 in quantity: 6 print cost: $71.39 rent cost: $600/mo cost: $671.39/mo
desk calendar (for sponsors) dimensions: 10 x 8 in quantity: 100 cost: $264.03 journal dimensions: 5 x 7in quantity: 2500 cost: $4,250 ($1.70 each) pencils quantity: 2500 cost: $500 ($0.20 each)
shirts quantity: 50 cost: $269.50 spotify playlist 20 tracks cost: FREE youtube video ad duration: 30 seconds daily Cost: $10 monthly cost: $300/month cost: $300 website hma.org domain: $2.75/mo site: weebly, free cost: $2.75/mo
GRAND TOTAL:
$16,342.12
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conclusion
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fu tu re pla ns
su m ma r y
The campaign will rotate through different cities, starting in California and eventually moving on to becoming nationwide. More marketing materials will be created to help spread awareness. Some future plans will be to incorporate tv commercials to go along with the existing YouTube Ads. Working with different organizations to create events for mental health awareness month.
The importance of receiving mental health help is lost to a large amount of minority groups. The barriers those communities face make it even more difficult for those seeking the help to actually receive it. The campaign will be focusing on encouraging people to seek mental health help, and start talking about it within their communities.
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768 Crescent Street Santa Clara, CA 95050 ph: 408.555.4320 fax: 408.555.3409
hma.org
D ES 1 5 4 MESSAGE CA MPA IGN | SPRING 2 01 6 H EWAYDA AH MED, JAIMIE T U L AO, N AN CY WON G