1. 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. 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. 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. 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. 5. In Connecticut How many live with mental illness in Connecticut? 39,000children109,000adults
6. 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. 7. In Connecticut Public mental health system provides services to only a quarter of those that need them 24.5%
8. 8. Lower self esteem Serious Impact Withdrawal from social relationships Downward spiral
9. 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. 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. 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. 12. Words Matter Big Idea Words Matter
13. 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. 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. 15. Case Study Stop the Stigma Solution:
16. 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. 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. 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
19. 19. Stop the Stigma Strategic audiences External: Public/consumer Press/media Celebrities Policy makers CEOs/corp. leaders
20. 20. Integrated marketing mix worked across many types of media Stop the Stigma Billboards Print ads Online
21. 21. Integrated marketing mix worked across many types of media Stop the Stigma Hartford Hospital Facebook
22. 22. BLACK & RED GALA Stop the Stigma
23. 23. Integrated marketing mix worked across many types of media Stop the Stigma BHN Facebook
24. 24. Integrated marketing mix worked across many types of media Stop the Stigma YouTube
25. 25. Integrated marketing mix worked across many types of media Stop the Stigma Events
26. 26. Stop the Stigma Engaging Employees Strategic audiences Internal:
27. 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. 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. 29. Stop the Stigma Stop the Stigma: Worldwide Edition
30. 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. 31. Impact Stop the Stigma pledges
32. 32. Impact Stop the Stigma raised $1,100,000
33. 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. 34. Thank you Questions? Reem Nouh SVP, Strategic Services Adams & Knight, Inc. 80 Avon Meadow Lane Avon, CT 06001 860-676-2300, x116 Reem.nouh@adamsknight.com Carol Vassar Social Media Strategist Hartford HealthCare 181 Patricia M. Genova Dr. Curtis Professional Building Newington, CT 06111 203-974-2879 Carol.vassar@hhchealth.org