Mental Health Awareness Campaign

C R E A T I V E C A M P A I G N S T R A T E G Y H O O T Y

C R E A T I V E

Creative Campaign Strategy Overview

Situation

Budget

Research

Timeline

Audience

Evaluation

Campaign

Conclusion

The Situation An overview of the situation and why Hooty Creative was hired.

The Situation Overview SLU Wellness was seeking a campaign to: Create/ promote brand awareness Place more emphasis on mental health while also reducing the stigma Promote their various student services/ resources

Research An overview of primary and secondary research

Primary Research Overview

School-wide student survey 3 focus groups in Communication classes 8 interviews with resident advisors 3 interviews with SLU Wellness Ambassadors

Primary Research Results Surveys

Focus Group

Attendance of SLU Wellness events are low across the board but older students are more likely to attend than younger students.

Even with a diverse range of ages, most students in our focus groups did not know what SLU Wellness was or what they do.

93% of students have dealt with mental health issues, even 57% of students dealing with it personally, but only 14% of them feel comfortable talking to a professional about mental health issues.

Participants asked for more face-to-face information from SLU Wellness and an actual use of their social media accounts to distribute information on events.

Overall though, 95% of students agree there is a mental health stigma on campus.

Primary Research Results Resident Advisor Interviews Resident Advisors have all dealt with mental health struggles of students on their floors and they advertise SLU Wellness and their events a lot on their floor through decorations.

But somehow there is a disconnect between resident advisors and their students. If resident advisors are advertising SLU Wellness on their floors, why did students in our focus groups, with 70% of them living on campus, not know what SLU Wellness was?

Secondary Research Findings Mental Health Statistics Statistics of mental health on college campuses are staggering. 1 in 4 students on college campuses have a diagnosable illness, but 40% of those students do not seek help. The five biggest issues of mental health that college students face are depression, anxiety, suicide, eating disorders, and addiction.

18% of SLU students have experienced suicidal thoughts in their time in college. That’s double the average of colleges nationwide. 42% of SLU students also experience anxiety during their time at SLU.

80%

40%

of students feel overwhelmed by their responsibilities in college

of students have struggled with their anxiety to the point where they had difficulties in school.

Audience A look into the audience that would benefit most from SLU Wellness initiatives and how to reach them

Target Audience Demographics

All genders College students, specifically first year (18-22 y/o) Middle and upper class identifiers

Target Audience Psychographics

While mainly focusing on first year college students, we can boil students down into three specific categories: The School Oriented Student The Socially Oriented Student The Uninvolved Student

Target Audience Psychographics

The School Oriented Student

The Socially Oriented Student

The Uninvolved Student

Target Audience Psychographics

Many students are caught between

Holistically, first year students

wanting to be involved, make

are excited yet nervous, free of

connections, and do well in school.

These three objectives, however, often overwhelm first year students.

responsibility yet stressed, and partially missing home.

Students are often bombarded with too much information at the beginning of the year, and therefore, we must be strategic how we continue.

T H E

C R E A T I V E

S T R A T E G Y

The Big Idea Our campaign will educate our audience on the issues they may be facing with a positive, uplifting, creative approach.

Our program will focus on the positives of education that SLU Wellness and attempt to reduce the stigma of mental health.

Creative Tactics Logo Refresh Revised, simplified, specified.

SLUWellness SLUWellness

Creative Tactics Overview

Education Engagement Motivation

Creative Tactics Education “Don’t Face Them Alone�

Campaign We must care for our bodies, minds, and spirits. The purpose of SLU Wellness is to increase awareness of common college ailments and how to get help.

Many times, students do not have enough information or do not want to talk about their issues.

Common college student issues: common cold, insomnia, depression, homesickness, social anxiety, anxiety, attention deficit disorder, flu, loneliness, meningitis, substance abuse, culture shock, maltreatment, mono, eating disorders sexually transmitted infections, identity crisis, alcohol abuse, bipolar disorder and strep throat.

Creative Tactics Education “Don’t Face Them Alone” Campaign

Common Cold

B O D I LY A I L M E N T S

The Flu

Mono

Creative Tactics Education “Don’t Face Them Alone” Campaign

Meningitis

B O D I LY A I L M E N T S

STDs

Strep

Creative Tactics Education “Don’t Face Them Alone” Campaign

Depression

M E N TA L H E A LT H

Anxiety

ADD/ADHD

Creative Tactics Education “Don’t Face Them Alone” Campaign

Social Anxiety

M E N TA L H E A LT H

Bi-Polar Disorder

Drug Abuse

Creative Tactics Education “Don’t Face Them Alone” Campaign

Eating Disorders

M E N TA L H E A LT H

Alcohol Abuse

Creative Tactics Education “Don’t Face Them Alone” Campaign

Homesickness

Identity Crisis

SPIRITUAL STRESSORS

Insomnia

Creative Tactics Education “Don’t Face Them Alone” Campaign

Loneliness

SPIRITUAL STRESSORS

Culture Shock

Maltreatment

Creative Tactics Education “Don’t Face Them Alone” Campaign Stake Signs West Pine Stake signs placed during Homecoming/Family Weekend to spark conversations between families and students.

The purpose is educate students on the ailments they could be suffering from and point them to the appropriate resources.

Creative Tactics Education

Creative Tactics Education “Don’t Face Them Alone” Campaign Posters Posters will be printed and placed in residence halls, class buildings, common areas, and health offices.

Creative Tactics Education “Don’t Face Them Alone” Campaign

Syllabus Addition

PSA

To ensure all students know of SLU Wellness capabilities and resources, a Wellness section will be included on all class syllabi's.

A PSA will be distributed to faculty, staff, student organizations such as RHA, KSLU, SLU TV, UNews, and SGA.

Creative Tactics Engagement “Don’t Face Them Alone” Campaign Tabling SLU Wellness will table during Welcome week to get students interested in becoming a Peer Educator, sign up for a mailing list, and raise awareness about Wellness events and initiatives.

Incentives Stickers, tote bags, make-your-own-trail-mix bar, and first aid kits.

Creative Tactics Engagement “Don’t Face Them Alone�

Campaign Event Publicizing In order to increase event awareness, SLU Wellness will use strategic print and digital advertisements. 200 print posters will cover all residence hall floors and classroom buildings.

Facebook boosting also allows for more people to see SLU Wellness incentivised events.

Buttons Buttons can be made cheaply in the Student Involvement Center, and can be given out during tabling events.

Snapchat Snapchat filers will be made for each Wellness events in order to reach more students and allow for student engagement.

T-Shirts SLU Wellness Peer Educators will have t-shirts to wear during the events and around campus to help establish the brand.

Creative Tactics Motivation “Don’t Face Them Alone” Campaign

on s a e r e h t e r a You l es. i m s e n o e m o s

Positivity Post - Its Customized post-its with uplifting quotes will be placed in surprising locations around campus ( Bathroom stalls, public computers, drink stations etc.). These notes will encourage students to do their best while creating a brand for SLU Wellness.

SLUWellness

Creative Tactics Motivation “Don’t Face Them Alone” Campaign Social Media Facebook, Twitter, Snapchat, and Instagram will be utilized to keep students engaged, educate about resources, and motivate students during their time at SLU. Paid boosting will also increase traction.

Budget A campaign and a limited budget?

No problem

Budget $5,000

52.8% Campus Promotional Items 20% Food 15.9% Reserved for unexpected costs 11.3% Giveaways

Timeline Execution is crucial

Timeline Tasks

Timeline Tactics

Evaluation Planning for a better campaign

Evaluation Evaluation Evaluation

We Believe

SLU Wellness will address health issues students have on campus, from physical to mental, in a lighthearted way that is accessible to all students.

Logo Refresh -Gain its own identity -Build recognition on campus.

Our plan is inexpensive making the tactics easy to afford/accomplish Logo refresh and stake campaign Goal: SLU Wellness will become well-known on campus and have successful events

We will effectively reach the student body, faculty, friends, and family through: -Mascots -Yard signs -Tabling -Syllabus presence - Post-It campaign

QUESTIONS?