June 16 2010 Webinar on the new SAMHSA/ Ad Council Teen Suicide Prevention Campaign 'We Can Help Us'

1. 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

3. Key research findings

5. Promote

6. Conduct outreach Questions

7. Campaign Background

8. 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

9. 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

12. 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.

13. 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.

14. 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

15. 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.

16. Available Assets

17. Print/Outdoor

18. Print/Outdoor

19. Web Banners

20. Distribution and Availability

21. 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)

24. 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

25. 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

26. Opportunities and How To

27. Partner Outreach Forward 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.).

28. 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.

29. Media Outreach Make 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

30. Media Outreach Call 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.

31. For more Information:Write to: info@sprc.orgFor additional campaign information: http://www.adcouncil.org/default.aspx?id=646 or http://www.sprc.org/grantees/webinar/WeCanHelpUs_handout_061610.pdf