Free Award Certificate Template in Spanish Language by dno12289

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									  AMERICAN PSYCHIATRIC ASSOCIATION




 “Healthy Minds. Healthy Lives.” Campaign
                       2006 Evaluation
                             Presented by:
        Deborah Cross, M.D., Chair, Committee on Public Affairs
Jason Young, Deputy Director, Office of Communications & Public Affairs

                             Authored by:
Lydia Sermons-Ward, Director, Office of Communications & Public Affairs

                  November 2006 Assembly Meeting



                   www.psych.org     www.HealthyMinds.org                 1
AMERICAN PSYCHIATRIC ASSOCIATION


                            A Review
Campaign Goals:
1. To change the way people think about psychiatry/psychiatrists;
   and,
2. To address and reduce stigma associated with mental illnesses.


Target Audience:
    • The healthcare gatekeepers of the family – women ages 30-
        54, who are open to seeing a mental health professional and
        who may care for a spouse/partner, children, and/or elderly
        parents.
    • The general public – those who need to seek treatment for
        mental disorders.


                www.psych.org      www.HealthyMinds.org               2
    AMERICAN PSYCHIATRIC ASSOCIATION


                           Spokespersons

•   Carolyn Robinowitz, M.D., APA president-elect for 2006-2007
•   Nada Stotland, M.D., M.P.H., APA vice president
•   Donna Norris, M.D., APA secretary-treasurer for 2006-2007
•   Mimi Ryans, mother of a son with ADHD (referred by CHADD)
•   Darrel Regier, M.D., M.P.H., director, APA’s Division of Research, was
    also media trained because of his regular and DSM-related news
    interviews




                   www.psych.org       www.HealthyMinds.org                  3
  AMERICAN PSYCHIATRIC ASSOCIATION

    Earned Media during Mental Health Month
Satellite Media Tour/Radio Media Tour
•     Conducted on April 25
•     Dr. Robinowitz and Ms. Ryans as spokespersons
•     Carried in local TV markets, nationally and on
satellite
•     Total 2006 Estimated Audience Reach: 109 million
people! (2005 reach was 20 million.)




                                          Paid Media
Online Advertising through Google and Yahoo
•    Seen by more than 10 million viewers with a click-through rate of 0.20%
•    Generated 20,438 new visitors to www.HealthyMinds.org in May 2006, or 29% of traffic
•    Most common search terms were “mental health,” “psychiatry,” “psychiatrist,” and “treatment
for depression”



                         www.psych.org              www.HealthyMinds.org                           4
AMERICAN PSYCHIATRIC ASSOCIATION


HealthyMinds.org Consumer Site – May 2006




               www.psych.org       www.HealthyMinds.org   5
    AMERICAN PSYCHIATRIC ASSOCIATION

      Paid Media Impact on HealthyMinds.org Traffic
                                                                      HealthyMinds.org Traffic

                                                     200,000
                                                     180,000




                          Measures of Site Traffic
                                                     160,000
                                                     140,000
                                                     120,000
 Since inception,                                    100,000
our site has drawn                                    80,000
                                                      60,000
over 1.25 million                                     40,000
       visits!                                        20,000
                                                          0




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                                                                    A
                                                                       Page Views    Visits      Unique Visitors
Site Traffic:
• This year’s campaign attracted 77,000 visitors (a 144% increase over 2005)
• 141,000 visits (a 176% increase)
• 187,000 page views (an 82% increase)
•    Originally launched on May 2, 2005, the site is updated monthly with new
     and relevant content. This graph depicts the site’s performance over a year on
     three key metrics: page views, visits, unique visitors.

                     www.psych.org                                   www.HealthyMinds.org                          6
    AMERICAN PSYCHIATRIC ASSOCIATION


                                    Monthly Hot Topics
Each monthly promotion features: 1) a new “APA Expert Opinion” column; 2) a timely mental health-related
event or observance, as appropriate; 3) a topical brochure from the “Let’s Talk Facts” series; and 4) and links
to pertinent allied and outside organizations and government agencies.

             Time Period         Theme or Topic Promoted                        Featured Expert
             May 1-31, 2005      Mental Health Month*                           Dr. Michelle Riba
             Jun. 1-30           Depression; Tom Cruise’s Anti-psychiatry       Dr. Steven Sharfstein
                                 Media Storm*; and Summer Travel
             Jul. 1-Aug. 14      College Mental Health*                         Dr. David Fassler
             Aug. 15-Sep. 14     Disaster Psychiatry                            Dr. Tony Ng
             Sept. 15-Oct. 15    Hispanic Health for Hispanic Heritage Month*   Dr. Ana Campo
             October –           Mental Illness Awareness Week (MIAW)* and      Dr. Carol Alter
             Nov. 1-30           Medicare Part D
             Dec. 1-31           Seasonal Affective Disorder (SAD)              Dr. Douglas Jacobs
             Jan. 1-31, 2006     New Year’s Resolutions                         Dr. Philip Muskin
             Feb. 1-28           African American Mental Health for Black       Dr. Annelle Primm, Dr.
                                 History Month; Eating Disorders                Pauline Powers
                                                                                                         * Asterisk indicates
             Mar. 1-31           Women’s Mental Health                          Dr. Nada Stotland        topics for which a
                                                                                                         targeted campaign
             Apr. 1-30           Alcohol Awareness                              Dr. Mark Willenbring     was rolled out to
                                                                                                         complement online
             May 1-31            Mental Health Month*                           Dr. Carolyn Robinowitz   activities.

                                www.psych.org                www.HealthyMinds.org                                               7
AMERICAN PSYCHIATRIC ASSOCIATION


           “Let‟s Talk Facts” Brochures
18 new LTF brochures in development, including:




               www.psych.org       www.HealthyMinds.org   8
      AMERICAN PSYCHIATRIC ASSOCIATION

                          LTF Brochures (cont‟d.)
New LTF Brochures (2006/07)                                 Current LTF Brochures (2005/06)
                                                                 Brochure Topic        Packs Sold      Sales
1.      Alzheimer’s Disease
2.      Incarceration of Mentally Ill                        Depression                       354       $8,605
3.      Obsessive Compulsive Disorder
                                                             Bipolar Disorder                 279       $6,710
4.      Psychiatric Medications
5.      Psychotherapy                                        Anxiety Disorders                257       $6,250
6.      Substance Abuse                                      PTSD                             218       $5,318
7.      Seasonal Affective Disorder (SAD)                    Teen Suicide                     153       $3,406
8.      Panic Disorder
                                                             Eating Disorders                 130       $3,088
9.      Schizophrenia
10.     Mental Health in African Americans                   Childhood Disorders              110       $2,641
11.     Mental Health in the Hispanic Community              What is Mental Illness           101       $2,322
12.     Mental Health in Asian-Americans/
                                                             Phobias                           94       $2,229
13.          Pacific Islanders
14.     Mental Health of Native Americans/Alaska             Domestic Violence                 42        $957
        Natives                                              Choosing a Psychiatrist           14        $310
15.     Postpartum Depression
                                                             Total                           1752      $41,836
16.     Coping with HIV/AIDS
17.     Mental Health of the Elderly
18.     Attention Deficit/Hyperactivity Disorder
        All current “Let‟s Talk Facts” brochures also exist as free down-loadable fact sheets on the
           www.HealthyMinds.org Web site) and are translated as Spanish-language fact sheets.

                           www.psych.org               www.HealthyMinds.org                                      9
 AMERICAN PSYCHIATRIC ASSOCIATION


                  LTF Brochures (cont‟d.)
Consumer e-mail recently sent to the APA about the “Let’s Talk Facts” brochures:
        Thank you for preparing those pamphlets and for making them
  available to the average Joe Bloe.
        I have been able to use them with a neighbor who was trying to
  understand what his sister was going through when she was finally
  diagnosed with bipolar disorder… and with a family member who has
  been suffering for several years with what she and her doctor thought
  was depression and was treating her with anti-depressants. She has
  been going through her own personal hell – and so has her child, since
  she is a single mom. Unfortunately, she is now living in a new city and
  is having problems finding a doctor who is willing to see her for more
  than a quick one-symptom-only visit. She is hesitant to seek help,
  unsure who to go see, and feeling very much alone. I hope this
  information will help her take the first step towards getting help.
        Thank you.

                   www.psych.org        www.HealthyMinds.org                       10
  AMERICAN PSYCHIATRIC ASSOCIATION

                 DB/SA Outreach & Support
Print ad template: black/white                      On Nov. 2, OCPA presented at the
and color versions                                  DB/SA Leadership Conference the
                                                    APA’s plan for enhanced public relations
                                                    support, including:
                                                    •     Press calls directed to DB/SAs as
                                                    appropriate
                                                    •     Talking points and customizable
                                                    press releases
                                                    •     Media trainings and media
                                                    coaching
                                                    •     Regionalized media lists to
                                                    facilitate media outreach by DB/SAs
                                                    •     Fact sheets and brochures (also
                                                    translated into Spanish)
                                                    •     Newsletter development
“This kind of press release template is GREAT and very helpful to us in „the field,‟ even if we don‟t
  use them every time. Thanks for the timeliness and the support. I‟m looking forward to more!”
                 -- Robin Huffman, Executive Director NC Psychiatric Association

                        www.psych.org              www.HealthyMinds.org                                 11
AMERICAN PSYCHIATRIC ASSOCIATION

      DB/SA Outreach & Support (cont.)
Timeline for implementing enhanced public relations support:

•    Aug. 2006: Begin developing monthly APA and DB/SA customizable topic of the
month press releases and tool kits with talking points, facts sheets and other materials for
the Healthy Minds Web site.

•    Oct. – Dec.: Develop local media lists for all DB/SAs and finalize.

•    Jan. 2007: Send customized press lists to all DB/SAs with helpful hints on media
outreach and how to maximize on using the monthly press releases to obtain press
coverage.

•  Mar.: Send DB/SA Public Affairs Guide to all DB/SAs and the “Healthy Minds”
Campaign Mental Health Month press kit.

•    Apr.: Follow-up with DB/SAs on outreach planned for Mental Health Month.

•     May – Dec.: Continue to develop and send monthly topical press releases and took
kits for special observances (Mental Illness Awareness Week, College Mental Health,
Minority Health, etc.) to DB/SAs.
                      www.psych.org            www.HealthyMinds.org                            12
AMERICAN PSYCHIATRIC ASSOCIATION

         Campaign Topics thru May „07
•    Men’s Mental Health (June/Bill Callahan, M.D.)
•    Children’s Mental Health (July/Adelaide Robb, M.D.)
•    College Students’ Mental Health (August/Rachel Glick, M.D.)
•    Hispanic Mental Health (September/Andres Pumariega, M.D.)
•    Mental Illness Awareness Week (October/Henry Weinstein, M.D.)
•    Native American/Alaska Native Mental Health (November/Daniel
     Dickerson, D.O.)

Still to come…
•      Mood Disorders (December)
•      New Year’s Resolutions (January)
•      African American Mental Health (February)
•      Women’s Mental Health (March)
•      Asian American/Pacific Islander Mental Health/Alcohol Awareness
       (April/May)
•      Mental Health Month (April/May)


                  www.psych.org       www.HealthyMinds.org               13
   AMERICAN PSYCHIATRIC ASSOCIATION

                           Campaign Awards




Public Relations Society of America, Virginia Chapter, Award for the 2005 Campaign
Received the Silver Certificate of Merit Award in the public service category for
best public relations practices for the 2005 campaign. Out of 130 entries for various
categories, APA was among a dozen recipients of awards and the only recipient in the
public service category.

“The Communicator Awards” for the 2005 Campaign/2004 Annual Report
APA’s 2004 Annual Report won Award of Distinction
“Maybe” radio PSA (2005) won Award of Distinction
www.HealthyMinds.org Web site received an Honorable Mention


                       www.psych.org           www.HealthyMinds.org                     14

								
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