Scott Rose, Norma Rivera and Susan Keys_Runyon ... - FYRT

Creating a Youth Movement through
Traditional and New Media
Scott Rose, Runyon Saltzman & Einhorn
Lex Matteini, Runyon Saltzman & Einhorn
Susan Keys, Inspire USA

Field Research
Dr. Sergio Aguilar-Gaxiola
REMHDCO
MHA California
RS&E Team
California Public Television
Solsken PR
CitizenPaine
CAYEN
NAMI California
Hill & Co.
Inspire USA

Behavioral norms
The media
Social Marketing
Attitudinal norms Laws
Marketing
that affects
positive
social change
Business/community practices
Enforcement
Built environments

Creates movements out of common interests
- Seafood Lovers -

Creates movements out of common interests
- Champion Moms -

Creates movements out of common interests
- Youth -

Stigma and Discrimination
• Youth movement
• Mobilization of 14-24 year olds
• Part of a lifespan approach

Stigma and Discrimination
Inoculation
(knowledge
power)
11-13 year olds
3-part campaign
Mobilization
(peer support)
14-24 year olds
Influence
(norms change)
Adults with
power 25+

Inputs and Outcomes

Inoculation

Inoculation Audience (11-13 year olds)
• People acquire stigmatizing beliefs between
middle school and adolescence (US)
• Research maps stigma as a problem
originating from ignorance/lack of knowledge
(US)
• Early onset of mental illness/stigma
emphasizes critical targeting of promotion and
early intervention (AUS)

Inoculation Target
• Aware, but not well-informed about mental
illness
• May be hearing/using mental illness slurs
• Have not formed lasting biases and negative
expectations of PWMI

Creative Strategy
Inoculation Strategy
• Inoculate against stigma through education to
create positive expectations
Media Strategy
• Combine new and traditional tactics to help
inform youth and illuminate the new norms.
• September through December 2012 (year one)

Media Channel Selection
Online Advertising
• Provide interactive teaser questions/facts about
mental illness
Radio
• Provide educational facts about mental illness
that “stick” with radio’s repetition and
frequency
• Over deliver diverse audiences

Interactive Game
Provide educational game play that extends
message engagement

Collaboration with Student Mental
Health Component
Collateral materials
• Book covers, book markers, stickers, other items
to encourage game play
• Provide reminder messaging with possible teaser
knowledge questions

Mobilization

Our Audience (14-24 year olds)
• Reliance on friends (sympathy vs. help)
• Recognize stigma with sexual and mental issues
• Optimistic
• Respond to positive messaging
• Males and females value talking
• Raised with Internet
• Helping others is a gateway
• Sources must be credible

Mobilization Target
• Open, accepting and blooming
• They go online to talk or read about personal issues
• Most will feel at least “okay” on any given day, but
are familiar with their own or someone else’s bouts
of sadness, anxiety, hopelessness, and confusion

Creative Strategy
Mobilization Strategy
• Use advertising to let the target sample what other 14-24
year olds are talking about at ReachOut.com, when
things aren’t going so well.
Media Strategy
• Utilize new and traditional tactics to mobilize teens and
young adults and dramatically illuminate the new norms
behaviors.
• May through August 2012 (year one)

Media Channel Selection
Online/mobile banners
• Content selection allows us to reach the
“open, accepting, blooming” target
– When investigating topics related to serious
personal issues
– When they are feeling emotional – through online
music
– Immediate gratification of being able to click from
an online ad to the ReachOut.com

Radio
Media Channel Selection
• Provides efficient reach among the target and the
potential emotional quality of radio content and
creative
Alternative Weekly Newspapers (AWN)
• Target older end of Mobilization target and LGBTQ
• Over deliver diverse audiences

Key Objectives
• Destigmatize mental illness
� Increase mental health literacy
� Encourage help-seeking
� Build resilience through improved coping skills
� Increase social connectedness and social power
Reduced risk of suicide
Better mental health
Happier lives

Our Program
Model
3.
Innovative
Technology
1.
Young People
2.
Research
& Evaluation
4.
Social
Marketing

RESULTS SINCE MARCH 2010
• Almost 600 video, audio, and written stories
submitted by young people
• 198 information pages on mental health
related issues
• 589,151 unique visitors to ReachOut.com
• Almost 150,000 visitors from California
• Over 500,000 fans, friends & followers on SNS
sites

RESULTS SINCE MARCH 2010
• Encouragement to the 249,988 visitors who
expressed feelings of hopelessness
• Support for the 102,872 visitors who searched for
content related to being bullied
• Intervention to 115,231 visitors who searched for
suicidal content
Numbers based on the search terms, keywords, page views and referring URLs used by the 589K
unique US visitors to ReachOut.com since March 2010.
29
29

Inspire reaches young people in
“When I discovered
reachout.com I was going
through a really difficult
time.
I thought I was destined to
feel this way for the rest of
My life… reading other
peoples stories made me
realize what I was going
through is normal.”
Anonymous
need

Public Relations Component
L.A. Youth
• Bi-monthly newspaper conceived and written by
teenagers
• Creation of two three-page spreads dedicated to
reducing mental health stigma and discrimination
• Distributed to L.A. county schools
• Repurposed and distributed through
collaboration with CalMHSA Student Mental
Health

Thank You
• Scott Rose , Vice President and Owner –
Runyon Saltzman & Einhorn
srose@rs-e.com
• Lex Matteini, Director of Strategic Research –
Runyon Saltzman & Einhorn
lmatteini@rs-e.com
• Susan Keys, Ph.D. , Special Advisor – Inspire USA
susan@inspire.org